Mumbai: Myntra Beauty has announced the launch of its new marketing campaign strengthening its positioning as the ultimate premium and luxury beauty destination. The campaign film has a unique, musical take on how in a world full of trends that change every day, it’s important to find what’s best & trendy for you.
Myntra Beauty is a host to thousands of premium & luxury beauty brands that provide an array of high-performing beauty, skincare, and hair care products, among others. This particular campaign highlights how shoppers can discover products that effortlessly cater to individual beauty and personal care requirements.
Myntra director – digital marketing Abhishek Gour said, “In a world where beauty knows no bounds, our new Myntra Beauty Brand Campaign speaks directly to those who embrace their individuality, irrespective of what’s trending. ‘Find Your Own Beauty’ is more than a tagline – it’s an invitation to celebrate the unique canvas that is ‘you’. Through the lens of this captivating ad film, we spotlight the essence of effective, tailor-made beauty and personal care solutions. We truly believe that each person’s beauty journey is as distinct as their personality, and this campaign brings Myntra Beauty’s high-performing range of premium and luxury offerings to the fore, especially for shoppers on their quest to find individualized, impactful head-to-toe self care solutions.”
Toaster India chief creative officer (CCO) Ira G quoted, “Beauty as a concept is complex and as a category it’s cluttered. We wanted to do something that solved for both. The message is clear – our beauty needs are unique & we now have a destination where you can easily find what’s best suited for your nuanced beauty needs vs settling for what’s trending or the bestsellers. The film is delivered in a fresh and super entertaining way. We’re lucky to have Abhishek and the team at Myntra who trusted our vision on this brief.”
Toaster India managing director Bhawika Chhabra added, “With more than 2000 brands to choose from, we wanted to position Myntra Beauty as a luxury beauty & personal care destination that speaks to the nuanced needs of the self-aware audience who are looking for specific solutions in an influencer and algorithm driven world that tries to push seemingly personalised ideas to them.”
The film was brought to life by EO2 Exp as the production house seen through the eyes of Disha Daswani, the director.
Mumbai: Myntra has rolled out its latest festive campaign starring Bollywood’s real and reel glamorous couple Sidharth Malhotra and Kiara Advani ahead of their highly anticipated Big Fashion Festival (BFF), the platform’s marquee annual festive shopping bonanza, to be held in October this year.
The campaign, titled ‘Dress-up Season’ underscores fashion’s indispensable role as a catalyst for festive indulgence, with the idea that celebrations start with dressing up for them. Myntra enables this indulgence by providing customers with access to the best of brands and dazzling festive collections at enticing offers during their Big Fashion Festival, allowing them to look their best this festive season. As part of this exciting collaboration, Malhotra and Advani will feature in a series of festive ad films, where the charismatic couple will represent various categories as well as the exciting offers during BFF, setting the stage for a truly memorable festive season for the customers.
With a captivating presence that has charmed millions due to his flawless style and acting prowess, Malhotra’s appeal transcends various demographics. Together with the elegant and stylish Advani, the dynamic duo epitomizes the quintessence of glamour. As a couple with a huge following, the campaign will provide fans a glimpse into how Malhotra and Advani are celebrating their first Diwali and embracing festivities, with fashion taking center stage and Myntra as an enabler in making these celebrations special.
Set against a warm festive backdrop, these films capture the playful chemistry of Malhotra and Advani, radiating charm and elegance in their stunning festive outfits. In one film, they are seen playing a festive card game, with Malhotra teasing Advani about her plans to spend the money won. In response, Advani playfully mentions that she would invest it in upgrading Malhotra’s wardrobe, taking advantage of the fantastic offers on global brands available at Myntra’s BFF. In another, Advani asks Malhotra about his Diwali gift plans for his sister-in-law, to which he cleverly hints at shopping from Myntra’s BFF with its enticing international brands on offer. This banter concludes with Malhotra’s aspiration to earn the ‘Jiju of the Year’ title through this gesture, with Myntra playing an important role in enabling that. These ad films not only highlight the allure of fashion during festive celebrations but also encapsulate Myntra’s role as an enabler of these joyful festivities. This visual symphony and heartwarming music leave an indelible mark that reminds us of the enchantment of festivals and the timeless allure of fashion during these celebrations.
Talking about the campaign, Myntra senior director – marketing Vijay Sharma said, “Fashion has always played a critical role in festivities. Any celebration starts by ‘dressing up’ for it. The campaigns bring this insight alive, inviting our audience to put fashion at the heart of their celebrations. And with Sidharth and Kiara celebrating their first Diwali as a newly married couple, we have found the perfect duo to encapsulate the essence of festivities and the role that Myntra plays in their celebrations.”
Speaking on this association, Malhotra said, “Collaborating with Myntra is more than just fashion. There is something special about spreading the warmth and happiness of festivities. This effort will allow us to infuse fashion with the spirit of celebration. It’s a wonderful way to kickstart the festive season with style and elegance. This season is all about celebrating together, and I can’t wait to embark on this stylish journey with each one of you.”
The campaign highlights a gamut of offerings that will be on offers during the Big Fashion Festival. The festive campaign has been launched across digital mediums, with an expected reach of 250+ million. Myntra’s marketing efforts during the Big Fashion Festival includes a bevy of value-offerings for its fashion-forward shoppers. Myntra’s revolutionary social commerce offering will also play a crucial role in amplifying the campaign and MRP construct.
Influencer power: Over 700+ influencers will create more than 2000 videos, in line with the platform’s offerings, with the aim of achieving over tenfold increase in impressions compared to last year’s activation. The platform is also set to significantly scale Myntra Minis, a short-form video platform on the app, to enhance user engagement and improve shopping experience, with 500+ offer led videos, 100+ hours of video deals, and 10 engaging Mini videos every hour to help customers discover the disruptive deals of the day.
The integration of tech-led creativity with services like MyFashionGPT, and My Stylist, along with added value offers such as additional 15% off all through BFF on using the Myntra’s co-branded credit brand in association with Kotak Mahindra Bank to unlock more value on your festive purchases, are further set to enhance the end-to-end user journey on the platform.
Mumbai: Myntra, one of the leading fashion, beauty and lifestyle destinations, has unveiled the ad film for FWD, its immersive trend-first destination for Gen-Z, starring its new brand ambassadors Khushi Kapoor and Vedang Raina. As part of the campaign, ‘Spot it, Get it’, Khushi and Vedang appear in a film, highlighting FWD as the go-to destination for all viral fashion trends and its immersive experience that allows users to effortlessly transition from ‘spotting’ the viral fashion trends to ‘getting’ them on FWD, powered by Myntra’s photo-search feature.
Khushi, the quintessential fashionista, has already made waves with her personal style, while Vedang embodies a versatile and suave fashion sense, true to his personality. When it comes to fashion, Khushi and Vedang are already style icons among youth in their own right. The pair’s playful energy, stylish personas, matched with their vivacious charm, makes them a fitting dynamic duo to represent Myntra FWD. With the roll-out of the new ad film, Myntra aims to strengthen its bond with the Zoomers, further strengthening FWD as the go-to destination for the latest trends and unmatched fashion experiences.
‘Spot it, Get it’, the revolutionary photo-search feature on Myntra, is designed to empower users with an effortless way to discover and shop for the hottest viral fashion trends available on FWD. When users come across a captivating fashion trend they wish to embrace, either spotted on a person anywhere, or on their favourite celeb on social media, or online, they can simply take a picture of that fashion trend and upload it through the photo search feature on the Myntra app. Once they ‘search’, the platform showcases a wide array of similar trend-first styles for the fashion-forward consumers. Android users can additionally simply ‘share’ the photo with ‘Myntra’ from the list of apps, to swiftly spot and access these extensive collections of trendiest styles from FWD on Myntra.
The new ad campaign speaks directly to the fashion-forward and tech-savvy youth, who are always in search of immersive shopping experiences and the latest viral fashion trends. FWD, with a whopping 67,000+ styles and eclectic mix of 500+ popular brands from across the globe, catering to both men and women, emerges as the ultimate answer to Gen-Z’s sartorial desires – offering just the shopping experience they want.
The campaign also focuses on how finding trends is made even simpler with Myntra’s one-of-a-kind photo-search feature. Therefore, individuals can instantly adopt styles of their favorite trendsetters as their own, in an instant, through FWD.
The campaign’s core message reinforces FWD’s status as the go-to destination for the freshest and trendiest looks. If there’s a trending fashion, consumers will find it on FWD.
The film is set in the backdrop of viral fashion trends, where individuals are keen to get the admirable fashion they spot on others. The film opens with the camera zooming into the peephole of a swanky apartment and there the young Bollywood stars, Kapoor and Raina, as a couple sporting some hip styles, are seen getting ready for their outing. Through various situations, the film shows Khushi and Vedang being ‘spotted’ on the arrival of the elevator by other people – a young couple, a pizza delivery boy, and a young woman – smitten by the fashion quotient and the outfits of Khushi and Vedang. As Khushi and Vedang turn to each other with a bemused expression and say ‘Spotted!’, the other individuals are shown dressed in similar clothing as theirs and say ‘Got It’ referring to the ease of accessing the desired look and now transformed through FWD.
The film thus follows the story of Kapoor and Raina who get a little closer to their destination each time they step out, before getting spotted. The film uses the creative device of a ‘reset’ – each time they’re spotted they are transported back to the apartment where new worlds of trend come alive. The ‘Spotted, Got it’ scenarios highlight Myntra’s one-of-a-kind photo-search feature, which enables fashion-forwards to simply use a picture to instantly shop for similar trends that are tailored to their preferences, thus making ‘Spotted, Got it’ a reality.
Through the film, Kapoor and Raina rock uber stylish and trendy outfits from Myntra FWD, perfectly in sync with Gen-Z’s fashion choices. Lively, upbeat music complements the whole setting, while the vibrant colors of the film resonate with Gen-Z’s dynamic spirit and vibrant lifestyle. The film perfectly encapsulates the Gen-Z way of life that FWD represents, with trendy, edgy clothing and also subtly highlights all the features that will provide customers an exemplary experience.
Agency: Ideas Farm
Creative Credits: Jetesh Menon – Creative Head; Pratheek Rao – Art Director; Nikhil Rajani – Director; Priyanka Dey and Hardik Sanghavi – Business & Strategy Head; Pooja Shah – Servicing Head; Arnold Fernandes – DOP; Music Director – The Jam Room (Rahul-Nariman)
Production House: Carryon Films (Producer: Aditya D’cruz)
Commenting on the release of the ad film, Myntra senior director marketing Vijay Sharma said, “With Myntra FWD, we are building the hottest trends destination for the Gen-Z of India. FWD looks at the world of fashion from the Gen-Z lens. Through the ad film, starring faces of FWD – the trendsetters Khushi Kapoor and Vedang Raina – we invite our viewers into the world of FWD, a world filled with the freshest fashion that helps you get noticed, while also focusing on our photo search feature that eases access to the latest trends in just a few seconds.”
Priyanka Dey, who heads business for the creative agency Ideas Farm said, “It was a unique opportunity to turn a functional feature-driven comms to an elevated brand world where not only is the feature at the front and centre but we were also able to ensure that a brand ethos gets created, without compromising on storytelling. We wanted to capture the essence of Gen-Z culture by blending fashion and romance with an interesting narrative that would appeal to them.”
Myntra is implementing a 360-degree campaign approach, leveraging TV, Digital and Social platforms to deliver the campaign ad film across the nation.
Myntra FWD, an immersive fashion experience for Gen-Z on Myntra, offers an easy discovery of an assortment of 67,000+ styles and access to an eclectic mix of 500+ popular brands from across the globe, catering to both men and women. Solving for the inspiration, discoverability, and access to emerging global fashion trends, FWD features some of the most popular brands on the platform, including H&M, Trendyol, bebe, Tokyo Talkies, Sassafras, Hersheinbox, Street 9, Athena, Bonkers Corner, Freakins and Boohoo, among others. FWD simplifies a user’s shopping journey from trend-spotting to purchase, while also having a large influencer army to create relatable, stylish and inspirational content, for the digitally-savvy zoomers.
Mumbai: Myntra, India’s premier fashion, beauty, and lifestyle e-commerce platform, has unveiled its outdoor campaign, #SpotItGetIt, in collaboration with Ideas Farm, to celebrate FWD – the ultimate trend destination for Gen-Z fashion enthusiasts. This strategic initiative builds upon the recent film starring Myntra’s brand ambassadors, Khushi Kapoor and Vedang Raina.
FWD, an innovative platform introduced by Myntra, empowers users with an unmatched shopping journey. With just a picture uploaded on Myntra FWD, users can effortlessly transform their fashion inspiration into reality by exploring and acquiring the complete ensembles showcased anywhere or even on someone else. This revolutionary concept takes center stage in the #SpotItGetIt campaign, nudging users to shift their gaze from mere headlines to embracing the styles flaunted by Khushi and Vedang. The campaign is currently live across 50+sites in 4 cities.
Ideas Farm creative head Jetesh Menon said, “We wanted the OOH to be unconventional, just like the film. To put the spotlight solely on the fashion available on the platform, we added a playful twist. The outdoor campaign therefore has an irreverent tone to get the audience’s attention. It coaxes them to get the trends available on the app and evokes a sense of curiosity with the copy and visual treatment.”
Ideas Farm business strategy & head Priyanka Dey emphasised, “Our collaboration with Myntra for the #SpotItGetIt campaign transcends conventional marketing. It’s about crafting an experience, igniting conversations, and inspiring fashion enthusiasts to embrace the styles they adore.”
Mumbai: Samantha Ruth Prabhu and Sushruthi Krishna’s D2C ethnic wear brand Saaki aims to scale its revenues by 80 per cent in the next six months on the back of a growth strategy that includes category expansion and improving brand visibility through a consumer-centric approach.
The brand, which will generate two-digit crores in revenue this fiscal year, sees its customers as the primary drivers of its growth.Since its launch in 2020, it has always taken its customers’ feedback and suggestions seriously. This consumer-centric approach has enabled the brand to grow exponentially in the last two years, with 70 per cent of business generated organically from its much-loved community.
40-50 per cent of the brand’s sales are driven from metro and tier I cities, while the remaining are from tier II and III cities, where the adoption of online shopping is happening at an accelerated pace. Saaki entered the international market in 2021 and currently ships to 15 countries, including the USA, Canada, Australia, and New Zealand. With 25 per cent of the total revenue generated from international business, Saaki is on the road to strengthening their presence in the global market.
The brand will soon expand into yoga wear and home categories. Saaki is rapidly expanding its distribution channels and plans to become a Rs 150 to Rs 200 crore brand in the next three years.
Speaking about the future growth plans, Saaki co-founder Krishna said, “Saaki is totally built on consumer love and confidence, and we hope to reach the 100 crore club soon with their support. Our current focus is to expand our product line and ramp up our digital and social media presence. We aim to invest in customer-centricity to allow for optimal journey mapping, repeat business, and loyalty interventions.”
Popular south Indian actor and Saaki co-founder Prabhu commented, “It’s phenomenal to witness Saaki’s growth in the last few months despite my absence—all credits go to Sushruthi and the team. Looking forward to actively participating in Saaki’s growth journey in the times to come.”
Apart from the brand website, Saaki is available on the top 4 marketplaces: Myntra, Nykaa Fashion, Flipkart, and Amazon.
Mumbai: Alia Bhatt’s kidswear brand, Ed-a-Mamma, has announced an exclusive teen collection, building the franchise to include casual wear for teens.
The launch of Edheads marks an exciting partnership between the fast-growing conscious clothing brand Ed-a-Mamma and the popular online shopping platform Myntra.
The teen clothing line, branded Edheads, aims to build a community around a like-minded, conscious generation. The clothes, specially designed for teens between the ages of 11 and 17, are available exclusively on Myntra and Ed-a-Mamma.
Edheads is all about attitude and offers teens a creative space to craft experiences, build their own narratives, and express themselves uninhibitedly. With elements like digitised effects and 3D fonts and designs that are slightly futuristic with a retro edge, the new collection allows teens to showcase their unique personalities and be spontaneous, vibrant, and opinionated while boldly rising to meet challenges, becoming lifelong learners, and celebrating new skills. Different forms of expression like art, music, dance, and sports are highlighted in the new line.
Speaking about the new launch, Alia Bhatt said, “It’s always been my vision to create a universe of quality products for children and their parents, designed for them and for the planet. We’ve already introduced maternity wear and kidswear, and clothing for young adults felt like the natural next step. Gen-Z is more socially aware and environmentally conscious, and that is the community that we want to nurture.”
Ed-a-Mamma business head Iffat Haider Jivan said, “Edheads is a collection for teens with attitude. It is trendy, stylish, and designed to give teens a space to be themselves. It is everything a teenager is: carefree and dynamic.”
The clothes in the collection have been created using natural fibre-based biodegradable fabrics, safe AZO-free dyes, and nickel-free trims and buttons. Conscious and comfortable, the range offers great quality and styles at affordable prices. Designed for multi-purpose usage, Edheads is made for teens to hang out, have fun in, and live in.
Mumbai: Global women’s fashion brand, bebe, has partnered with Myntra in India. The brand has also roped in young Bollywood diva, Sharvari, as its first brand ambassador in the country.
Sharvari will endorse the autumn-winter collection and the ad campaign will be visible across regions and various mediums.
The 34-seconds long ad film, titled ‘Be You’ showcases how bebe allows women to explore their real, fashionable selves and experiment with their fashion choices.
The campaign will be promoted extensively across social media to reach the brand’s target audience, comprising largely of modern Indian women. The ad campaign highlights the new season collection, centered on the theme- ‘Be you’. The video campaign emphasizes on modern women who wish to be glamorous and bold in their fashion choices, while also expressing their individuality through fashion.
Sharvari has made a promising start to her acting career with stunning performances in “Bunty Aur Babli 2” and The Forgotten Army.
With her at the helm of brand promotions, bebe’s new campaign is set to build stronger brand salience with its shoppers and fashionistas across top metros and tier I cities.
Speaking on the occasion, Sharvari said, “I am delighted to be associated with bebe as their first brand ambassador in the country. bebe offers trendy and contemporary fashion which reflects my personal style. The brand has made a mark for itself across the globe, and I am happy to be a part of the brand’s endeavor to strike a chord with its customers and fashionistas of the country.”
Speaking about the association, Myntra chief- Myntra fashion brand and chief experience officer Manohar Kamath said, “Sharvari embodies the brand bebe perfectly. She is bold, confident, glamorous, fun and unapologetically herself, which resonates with the brand’s persona. Sharvari’s cheerful social presence has the potential to influence and engage the modern woman with her sartorial choices. The association with Sharvari for the new autumn-winter collection is sure to enamor consumers from top tier cities and metros.”
New Delhi: Myntra has rolled out ‘Big Fashion Festival’ campaign for the upcoming festive season. The mega marketing campaign features Bollywood celebrities Ranbir Kapoor and Kiara Advani.
Poised to leverage Myntra’s position as India’s fashion expert, the campaign will be amplified across television, digital and social media platforms.
The campaign, with a tagline, “Myntra big fashion festival. India’s biggest fashion dhamaka. Don’t waste time,” aptly communicates the scale of the event, positioning it as the go-to destination for every fashion need this festive season, while also apprising shoppers of Myntra’s value offerings as part of the mega event.
The concept of the campaign is to take a dig at celeb culture and bring out the bigness of the event, where even the biggest celebs can’t help themselves but to get in on the action, without wasting any time. It is an event so big that everything else seems smaller, including the celebs themselves!
In this new marketing campaign, Kiara appeals as a fashion trendsetter and Ranbir’s cool demeanor are poised to accelerate conversations around Myntra’s apparel segments. They will play a pivotal role in connecting one of India’s leading fashion, beauty and lifestyle platforms with millions of new and existing fashion-forward consumers.
The 30-second ad film is currently live across multiple leading TV channels, social and digital platforms. The campaign aims to amplify recall for Myntra, which is already synonymous with fashion, beauty and lifestyle, during the upcoming festive shopping period.
As a part of Myntra’s multi-channel activation, among the most popular and most loved national celebrities, fashion and lifestyle influencers will form an important network of proponents for Myntra’s Big Fashion Festival (BFF). They will engage with a very large fan base across the country and highlight Myntra’s proposition of biggest brands, styles, products and offers to reach every part of the country and demography, with the central message of the campaign that urges shoppers to look nowhere but Myntra for all their festive fashion needs.
Speaking about his association with Myntra, Ranbir Kapoor said, “I am excited to be part of Myntra’s festive campaign this year. Fashion plays an important role during festivities and it’s that time of the year when we all refresh our wardrobes. Unarguably, Myntra’s wide collection of styles during the Big Fashion Festival will make customers swoon over.”
Speaking about her festive campaign, Kiara Advani said, “My festive campaign with Myntra this year is all about the excitement we share while getting ready to shop during the festive period. My association with Myntra , over the last two years, has made me connect with the youth of the country through my love for fashion.”
Sharing his thoughts on the launch of the campaign, Myntra CEO Nandita Sinha said, “The Big Fashion Festival brings families and loved ones together, with fashion playing a pivotal role in the festivities. This year’s marketing campaign is to highlight the magnanimity of the Big Fashion Festival, showcasing that no reason is bigger for the attention of people across the nation, not even the much-loved celebrities, than this event itself for the festivity. With this campaign, we aim to penetrate our reach to every nook and corner of the country and strike a chord with the fanbase of much beloved superstars Ranbir Kapoor and Kiara Advani.
Mumbai: Myntra CXO and head of marketing & social commerce business Achint Setia has announced he is moving on from his current role at the fashion e-commerce major. He has joined fashion e-retailer Zalora Singapore as chief revenue & marketing officer. Setia took to LinkedIn to make the announcement. At Zalora, he leads the revenue and profit & loss for the regional cluster along with driving the marketing function for the group.
Earlier in January this year, Flipkart-owned fashion e-commerce platform Myntra had promoted Achint Setia to the position of marketing and social commerce business head. In this role, Setia was responsible for building the Myntra brand, loyalty program (insider), user growth, content-led commerce, and live commerce businesses. He was previously the vice president and business head – social commerce at the fashion portal, having joined it in August 2018.
Setia has business building expertise in consumer tech and media with cross-functional experience across marketing, operations, strategy, content, product development, and analytics.
Before joining Myntra, he worked with companies like McKinsey & Co, Microsoft R&D, and Viacom18 Media.
An alumnus of Stanford’s Graduate School of Business, as well as the Indian School of Business, Setia also holds a Bachelor’s degree in Computer Engineering from NSIT.
Mumbai: Mango has announced Kiara Advani as the new brand ambassador in India on Thursday. She will endorse the Spring Summer 2022 collection and the campaign will be visible across regions and mediums. Mango has also collaborated with Myntra for its brand building.
The Spanish fashion giant, Mango has established itself as a brand of choice and aspiration, especially among a young fashion-forward audience in India. With its world-class offering and the association with Kiara, a fashion bellwether and beloved of the nation, Mango is set to build stronger brand salience with its shoppers and the actor’s enormous fan base across the country.
The campaign will be promoted extensively across digital mediums, including social media to reach the brand’s target audience, which largely comprises young urban shoppers. The campaign pivots on the theme of enjoying the flowers of summer and is called, ‘summer blooms with Mango’.
The 57-second ad campaign, titled, ‘enjoying the bloom’, showcases Kiara enjoying the bounties of summer while wearing bright and colourful ensembles that reflect the flowers and the mood of the season. She is seen enjoying her day out at a flower garden, lush with the season’s blooms and is comfortable, happy and confident – characteristic of a woman dressed in Mango.
Speaking on the occasion, Kiara Advani, a Bollywood actor said, “I’m delighted to be representing Mango, which is one of my personal favourites. I strongly relate to the brand and its philosophy and the new summer collection is an ode to women who are carefree and like to enjoy the seasons with conforming ensembles. As such, I believe, my attitude and style syncs well with the brand’s own and I look forward to being a link between the brand and its audience.”
Myntra’s Senior Director Vishal Anand said, “Kiara’s established presence has the potential to pull audiences across the nation and influence people with her sartorial choices. She is a reigning style icon of the country; her fan base is growing by the day. The association with Kiara for the new vibrant -Summer collection is sure to enamour the fashion-forward audiences of the country.”
Mango’s board of directors and head of expansion Daniel Lopez Garcia, “The new Mango Spring Summer 2022 campaign captures the essence of summer blooms perfectly. The designs have been created by adopting the current trends while leaving room for personal expression among women in the age group of 18-45. With Kiara onboard, we are confident of strengthening our presence further and reaching our target audience, which is also the actor’s core audience.”
