Mumbai: Ahead of its ‘Big Fashion Festival’ (BFF) slated between 3 and 10 October, fashion e-tailer Myntra has rolled out a 360-degree marketing campaign aimed at strengthening its position as India’s ‘fashion expert’ and the go-to destination for festive fashion shopping. The campaign called ‘Tyohar Ki Fashion Shopping, Only With India’s Fashion Expert,’ aims to reach both existing and new customers, with a heightened focus on regional audiences, to inform them about the brand’s offerings for the festive period and BFF in particular.
The celeb-heavy campaign featuring brand ambassadors Hrithik Roshan, Vijay Deverakonda, Dulquer Salmaan, Silambarasan, Kiara Advani, Samantha Akkineni, and Disha Patani in 15-second ad films is currently live across multiple TV channels, OTT, social and digital platforms. In addition to the brand’s official ambassadors, other stars such Vaani Kapoor, Yami Gautam, Mallika Dua and Konkona Sen Sharma will be seen in region-specific engagements through various content formats such as reels, videos, and stories.
Over 100 high-impact celebrities and influencers from the worlds of Bollywood, OTT, reality TV, and digital will drive awareness through pre-buzz and event days while highlighting the fashion ranges and occasion wear among their fans and followers. With the current edition of BFF coinciding with the T-20 series, Myntra has collaborated with CSK and RCB to amplify the reach and engagement of the campaign.
“The festive season is the most-awaited time of the year, and festive shopping plays a pivotal role in elevating the celebration spirit,” said Myntra CMO Harish Narayanan.”With the current edition of our BFF being our largest-ever edition in terms of brands, selection and offers, we have created a robust 360-degree campaign that not only highlights our proposition but also reaches every cohort of shoppers, with equal focus on those celebrating regional festivals.”
“We have not only increased presence by targeting leading social, digital and electronic platforms, but also the frequency, to boost top-of-mind recall among various age groups, across the country,” Narayanan further said.
The ‘early access’ happening between 1 and 2 October will provide special offers and benefits to members of Myntra’s loyalty program ‘Myntra Insider’ who can also avail of free shipping for six months until February 2022, and insider-exclusive value offers from over 150 brands. The ‘insiders’ will also have access to gift vouchers from some of the leading brands, said Myntra in a statement.
The ‘Play & Earn’ feature will allow users to play games and redeem their stars to get attractive rewards. There’s also an array of benefits for first-time users of the platform. Myntra will also use in-app promotions to communicate deals, prices, and details of various benefits over the course of the next few days, it added.
Mumbai: Myntra has unveiled its latest ad films featuring its brand ambassador, Samantha Akkineni, as part of a star-studded brand campaign that was launched earlier this month. With the rollout of the new ad films, Myntra is all set to strengthen its strong connect with its consumers, influence, and accelerate the business.
Conceptualised by Brave New World, the brand campaign has been developed to reach the ever-growing community of fashion lovers from all walks of life and make fashion expertise accessible with the help of India’s most loved and popular trendsetters. The actor will appear in two ad films promoting women’s western wear and ethnic wear, largely across electronic and digital platforms in the South.
In the ad films that credit Tara D’Souzaas the creative director, viewers get to witness Samantha, as she walks them through the brand’s value propositions, with varying backgrounds and stunning looks. In addition to this, the film also highlights Myntra’s after-sales services such as exchange, returns, and refund.
“Samantha has impressed millions across the country with her talent and is the talk of the town for her acting prowess and fashion choices. Her fashion sense is something her wide fan base, particularly in the South, aspires for, and her influence over the fashion choices of the youth is unparalleled,” said Myntra, CMO, Harish Narayanan. “Being a household name in the region, Samantha will be key in bringing audiences from these regions onboard our platform. We are glad to have a star of her caliber as the face of Myntra to reinforce Myntra’s image and perception as India’s Fashion Expert.”
“I have been associated with Myntra for almost a year now and the experience has been nothing short of fulfilling,” said Samantha Akkineni. “Fashion to me is an everyday affair, so it is for a growing number of people who are looking forward to experimenting with new looks and styles more often than ever. Myntra’s know-how of the fashion needs of people and its ability to keep up with the latest trends sets it apart, making it a necessity for the fashion conscious.”
Myntra is implementing a 360-degree approach, leveraging TV, digital and social platforms to deliver campaign ad films across the nation.
Thiruvananthapuram: The eagerly awaited release of Amazon Prime’s original, The Family Man 2, has landed the platform in a fresh controversy, with the Tamil Nadu government seeking a ban on the series. The state government, in a missive to the union information and broadcasting ministry, has alleged that the Amazon original insults Tamil culture and history.
Responding to the allegations and ban request, The Family Man creators Raj and DK issued a statement stating that it was unfair to draw conclusions and make assumptions merely after watching the promos of the yet-to-be-released series.
“Some assumptions and impressions were made based on just a couple of shots seen in the trailer. Many of our lead cast members, as well as key members of the creative & writing team, are Tamilians. We are very cognizant of the sentiments of the Tamil people and Tamil culture and have nothing but the utmost love and respect towards our Tamil people,” said The Family Man creators in the statement.
The TN government made the ban request after the recently released trailer of The Family Man 2 went viral on online spaces. On Monday, the minister for information technology, Mano Thangaraj, sent a letter to union minister for information and broadcasting, Prakash Javadekar, and urged the latter to ban the series not only in Tamil Nadu, but also across the country, stating that the series depicts Eelam (read Sri Lankan) Tamils in a highly objectionable manner.
In the trailer, south Indian actress Samantha Akkineni is seen portraying the role of an LTTE terrorist, which the Tamil Nadu government has objected to, saying the depiction of a Tamil actress in such a manner was an affront to Tamil culture itself.
“The sacrifices (made and) their long drawn democratic battle has been intentionally undermined and it cannot, by any stretch of imagination, be considered merely as a (television) serial (that holds) any value for Tamil culture. Moreover, a serial loaded with insults and insinuations against the glorious Tamil culture can never be considered as having any broadcasting value,” Thangaraj stated in the letter.
Thangaraj also accused Amazon Prime Video of carrying out a smear campaign against Eelam Tamils who struggled for decades in order to ensure a life with equality, justice, peace, and dignity in Sri Lanka.
Rajya Sabha MoP Vaiko has also written to the I&B Ministry seeking a ban on Family Man 2. According to Vaiko, the recently released trailer portrays Tamilians as terrorists and ISI agents. He also added that the trailer wrongly depicts the sacrifices made by Tamil Eelam warriors as acts of terror.
Elara Capital vice president and research analyst Karan Taurani said that problems like these could arise in a multi-cultural society like India.
“As there are no regulations on OTT content, we should expect such issues (coming up). India is a multi-cultural country, and content creators always are at risk while handling sensitive subjects. Earlier, it happened with Tandav, and now with The Family Man 2. We should expect such rows and controversies in the future too,” said Taurani.
On 25 February, the union government had released the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, in the wake of the Tandav controversy. However, the rules were termed as ‘toothless’ by the supreme court of India which found these rules were unable to regulate OTT content or even prosecute offending OTT platforms airing such content. The apex court has advised the union government to frame a law to regulate the OTT ecosystem.
The Family Man 2 is scheduled to release on 4 June. The series stars Manoj Bajpayee essaying the role of a middle-class man who secretly works as an intelligence officer with the Threat Analysis and Surveillance Cell (TASC), a fictitious branch of the National Investigation Agency (NIA) in India.
The series is not the first Amazon Prime Video original that has run into controversy. A few months back, post the release of Tandav, several leaders of the BJP called for a similar ban, claiming that the series hurt religious sentiments of Hindus.
MUMBAI: Zee Tamil has unveiled its line-up of special movies and shows for Labour Day, 1 May. In a recent statement, the channel revealed that it is aiming to distract viewers from the panic state ”with a dose of positive entertainment that they can enjoy with their family in the safety and comfort of their homes”.
On 1 May, at 09.30 AM, Zee Tamil will screen Thalapathy Vijay’s blockbuster movie Mersal. The film directed by Atlee was a massive hit upon its release, and it has sufficient doses of action and emotion to enthral audiences. Apart from Vijay, the film also stars SJ Surya, Nithya Menon, Samantha Akkineni, and Kajal Agarwal in other prominent roles.
At 1 PM, the channel will premiere the action thriller film Mirugaa. Directed by debutante Parthiban, the film stars Srikanth and Raai Laxmi in the lead roles, along with Dev Gill, Abhishek Shankar, Naira Shah, and Vaishnavi Chandran in other important roles. The action thriller film has a uniquely interesting plot where a serial killer gets married to a billionaire with the sole aim of looting her money. However, the presence of a man-eating tiger around them shatters his plans.
At 03.30 PM, another action movie Ithu Yennoda Jilla will be screened on Zee Tamil. The movie is the Tamil dubbed version of the Telugu blockbuster Arvinda Sametha Veera Raghava starring Jr. NTR, Pooja Hegde, and Jagapathi Babu in the lead roles.
From 07.30 PM, audiences can enjoy their favourite serials on Zee Tamil.
In the statement, the network has also urged people to stay at home to protect themselves from exposure to the deadly pandemic.
“On this Labour Day, tune into Zee Tamil and witness fun and entertainment engross your mind, as we urge you to stay home and stay safe and avail vaccination, which will be key in our fight against the pandemic,” said the release.
NEW DELHI: Chocolate-coated wafer treat Nestlé Munch has launched a new variant – Munch Fruit O Nuts – which offers a fully loaded experience with crunch of real almonds along with yummy fruity taste of pomegranate bits, wrapped around a crunchy wafer center.
The launch will be supported by a high impact campaign, conceptualised by Wunderman Thompson, which includes a TV commercial featuring Samantha Akkineni.
In times when consumers are looking for “good for me” ingredients in their food, this latest offering from Nestlé India provides a crunchy treat with a delightful winning combination of fruits and nuts.
Nestlé India director – foods and confectionery Nikhil Chand said, “Munch Nuts has delighted young Indian consumers with a range of delicious, light, Munch treats with a fully loaded experience of added crunchy nuts. With the shift in consumer preference towards ‘better for me’ ingredients, the new Munch Fruit O Nuts is a category first innovation, that brings multiple inclusions of real almonds and fruity pomegranate to India’s favourite crunchy Munch.”
Munch Fruit O Nuts delivers a unique combination of flavour and texture as it has been developed after extensive consumer research which gave us insights on the taste preferences in different parts of India, added Chand.
Samantha Akkineni said, “Every bite of Munch Fruit O Nuts is packed with richness of almonds, followed by an aftertaste of pomegranate. The novelty of this product is unmatched. More and more millennials are looking for diverse snacking options, moving away from the regular age-old offerings, Munch Fruit O Nuts is a perfect answer to that.”
Priced at Rs 30, Nestlé Munch Fruit O Nuts will be available at supermarkets, large, format grocery stores.
NEW DELHI: In India, there are two things that people lose their minds over: cricket and festivals. And the IPL is a festival of cricket. Add on the fact that this year, it happens to coincide with the Dussehra-Diwali season – and it's no wonder that brands are pulling out all the stops when it comes to advertising and promotional campaigns to capitalise on miraculous opportunity.
Ahead of its Big Fashion Festival, fashion e-commerce platform Myntra has decided to hop on the IPL bandwagon to maximise its visibility and sales. The brand has also tied up with multiple brand ambassadors tailored to click with different demographics and help the brand double its sales compared to the same period last year. It is also Myntra's debut on the IPL pitch.
‘IPL will help Myntra expand into newer markets’
Myntra has partnered with not one, but three IPL teams – Royal Challengers Bangalore, Mumbai Indians, and Chennai Super Kings. The brand is RCB’s official fashion sponsor and will have its logo on the upper right chest of the team’s jersey. CSK and MI will carry the Myntra logo across the teams’ branding and communications.
According to Myntra, VP- marketing Achint Setia, “Myntra is keen to form deep connections with users across India and believes that engaging with prospective customers at all possible and relevant touchpoints is crucial to this vision. We believe that cricket in general, specifically the IPL makes for a key touchpoint and will help Myntra expand into newer markets.”
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The company has a bunch of activities planned with its partner teams. It has developed strong user engagement through social media, via the RCB, CSK, MI, and Myntra handle, where customers can win unique daily prizes by participating in interactive contests centred around the cricket tournament. The fan engagement innovation ‘Virtual Wankhede’, developed in association with the Mumbai Indians, is a platform which provides MI’s army of fans to unite virtually and cheer on their favourite team.
"The way IPL has also come up with innovations by bringing in the virtual crowd noise, virtual meet and greet with top fans, has helped the brand to drive a lot of traffic from digital and social channels,” Setia added.
To leverage the season effectively, the fashion portal has planned several exciting gamification features and content properties which will provide users with entertainment in the coming days.
One such feature that has grabbed users’ attention is the Myntra Fireball, which provides customers the opportunity to bag specific and time-bound deals by catching a moving ball of flame on the Myntra app.
‘Looking to expand in South, tier-2 and tier-3 cities’
The unique overlap of the IPL and the festive season this year was like a lifeline thrown to brands reeling under the Covid2019 crisis and Myntra is trying to make the most of it. Besides a 2X growth in sales from last year, the fashion firm is also expecting sales momentum from tier-2 and tier-3 cities to continue into the festive period. In fact, it is anticipating that over 50 per cent of its sales will come from outside metro and tier-1 cities.
Looking at the team partnerships closely, the e-commerce firm has chosen two teams from south India and one from north, highlighting its push to diversify and expand its reach. Setia also agreed, saying: “We intend to make a big expansion in the south market. RCB and CSK not only have a strong following in the metros such as Bangalore and Chennai but also drive countless conversations in the smaller cities and towns of the south market.”
Mumbai’s importance to retail businesses can hardly be understated and tying up with the city’s most prominent sports team will only further solidify Myntra’s position in a crucial market, he elaborated. Factors such as team popularity and style quotient were also given strong consideration by Myntra executives when opting for team partners this IPL season.
‘Celebrity endorsements to boost audience appeal’
Brand image and new user engagement are two agendas high on the list of Myntra’s marketing strategy for its festive season jamboree. With this goal in mind, it has roped in vlogging sensation Bhuvan Bam as its first digital brand ambassador.
Myntra and Bam will co-ideate and create content that effectively portrays the brand in an innovative and entertaining manner that goes beyond the traditional forms of communication. The e-commerce platform is counting on Bam’s engaging social media presence and high resonance with the people to gain traction with his 1.93 crore-strong loyal fan base.
Similarly, as part of the Big Fashion Festival promotion, Myntra has partnered up with Soha and Saif Ali Khan to bring the sweetness of Durga Puja to the fore.
The brand film aptly re-creates the present scenario, with countless families celebrating the festive season through video calls, thereby striking an emotional chord with the audience, while underscoring the value of the right attire to enhance any festive celebration and make moments special.
The fashion e-tailer recently announced Bollywood actor Disha Patani as its first-ever beauty ambassador to further consolidate its strong position in the massive and rapidly-growing beauty and personal care (BPC) market in India; actor Kiara Advani is the brand’s nationwide celebrity endorser.
In the same month, south cine star Samantha Akkineni signed on with Myntra as the fashion marquee’s face to win over the region’s large and widespread audience.
Myntra’s holistic approach to its marketing campaigns, with Bollywood, Tollywood, and other regional celebrities, along with top IPL teams, is expected to reach 150+ million people across the nation. According to the brand, the mega fashion event is also set to witness a massive uptick in demand, at 4X over its BAU (business as usual).
Speaking about the overall marketing plan for the festive season, Setia explained: “Our key goal is to ensure Myntra has a prominent space in the key touchpoints with potential customers ahead of its blockbuster sale events. This festive season, our marketing efforts will further drive conversations around the brand through the star-studded campaigns with celebrity brand ambassadors, who have a wide audience appeal reaching all corners of the country.”
However, the company did not share the marketing budget allocated for the festive period, and replied, in terms of spends, the investment varied for each partner as the scale and size of the associations are different.
Myntra’s Big Fashion Festival is scheduled to be held between October 16 and 22. The fashion major will offer various lakh styles from the widest collection of 5000+ brands for its customers. As part of the seven-day festive season sale, the platform is expected to cater to over 4 million unique customers.
Ladies and Gentlemen, it’s showtime! Hold your breath as the most awaited film awards night is coming to television screens. With all it’s razzmatazz and powerhouse performances, Zee Telugu’s Zee Cine Awards Telugu 2020 will air on Saturday and Sunday, 25 and 26 January at 6:00 PM, only on Zee Telugu and Zee Telugu HD. Zee Telugu is honoring the finest performances of 2019, the show is a perfect cocktail of glamour and cinematic brilliance. Without any further delay, we bring to you all that which makes Zee Cine Awards Telugu 2020 a must watch this weekend.
The who’s who of the entertainment world dazzled the Zee Cine Awards Telugu 2020, wearing their favorite designer’s outfits and posing for the paparazzi with the gimmer of hope in their eyes to bag the prestigious Zee Cine Awards Telugu 2020 for their performances. Amongst the celebrities who won hearts at the Red Carpet were Megastar Chiranjeevi, Samantha Akkineni, Ram Pothineni, Kartikeya, Pooja Hegde, Charmme Kaur, Regina Cassandra, Neil Nitin Mukesh, Khushboo, Shraddha Srinath, Allari Naresh, Shivathmika Rajasekhar, Anand Devarakonda and many more. Zee Cine Awards Telugu 2020 will be amping the entertainment levels and keeping adrenalin flowing all through the weekend.
Talented Singer, Sid Sriram will enthrall viewers with his melodious voice. The gorgeous Nidhi Agerwal will sway to the beats of ‘jilelamma jitta’ from her latest movie ‘Ismart Shankar’. In a cracker of a performance, Karthikeya’s tribute to Megastar Chiranjeevi will be the perfect stand out act, you need this weekend. And taking the entertainment quotient to an all new high, breath-taking acts by Regina Cassandra, Mehreen Pirzada and Anasuya Bharadwaj will set the stage on fire!
For entertaining audience for over five decades and his outstanding contribution to Telugu Cinema, Tollywood’s Kalathapasvi, K. Vishwanath was commemorated with the ‘Life Time Achievement Award’ while Megastar Chiranjeevi won the ‘Best Actor Award’ for the film ‘Sye Raa Narasimha Reddy’. Samantha Akkineni bagged ‘Best Actress Award’ for her lasting impact on audiences through her outstanding portrayals in ‘Oh! Baby’ and ‘Majili’ and Superstar Mahesh Babu won the first ever Twitter star award for being the most tweeted actor in Tollywood in the year 2019.
Be assured of a relaxing evening this weekend as the most popular anchors Pradeep Machiraju, Shyamala and Ravi, will weave together the show with witty one-liners, entertaining gags and much more. Zee Cine Awards Telugu 2020 will be an evening of thrilling performances, heart-felt speeches and candid movements. While the biggest stars of the industry will perform to foot tapping numbers, the most deserving entertainers, whose cinematic and technical excellence took Telugu cinema to unprecedented heights, will take home the coveted Zee Cine Awards Telugu 2020 trophies.
Celebrate this weekend, with Zee Telugu’s Zee Cine Awards Telugu 2020 on Saturday and Sunday, 25th and 26th January at 6:00 PM only on Zee Telugu and Zee Telugu HD!
To enjoy the show, subscribe to Zee Telugu, available in the Zee Prime Pack at Rs. 20 per month
To ensure you do not miss out on your favorite Zee Telugu shows, choose the Zee Prime Pack that includes Zee Telugu, and Zee Cinemalu alongside 7 other top channels of the Zee Network that cater to the daily entertainment needs of your entire family at Rs. 20 per month only. For further information, contact your DTH or Cable operator.
