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Tag: Vijay Sharma

  • Myntra’s ‘Palich Palich Pongal’ campaign celebrates the confluence of festivities

    Myntra’s ‘Palich Palich Pongal’ campaign celebrates the confluence of festivities

    Mumbai: Myntra, one of India’s leading fashion, beauty and lifestyle platforms, announces its new festive campaign, ‘Palich Palich Pongal’, to elevate Pongal celebrations with Myntra’s fashion, targeting people celebrating the festival, including those from the Tamil Nadu market. The Pongal festival is widely celebrated in southern India, including Andhra Pradesh, Telangana, Tamil Nadu, and Karnataka, to commemorate the harvest season, and has a cultural significance marking new beginnings. The diverse selection on Myntra transcends geographies, providing customers with a plethora of options to celebrate the festive season with much delight while also giving them the opportunity to express their unique cultural identities through their fashion choices.

    The campaign’s tagline ‘Palich Palich Pongal’, translating to ‘Bright and Glamorous Pongal’ in Tamil, captures the spirit of the festival’s focus on everything vibrant, shiny and new. The campaign serves as a heart-warming tribute to the festival for every family, placing fashion at the heart of elevating these cherished moments, realised through Myntra’s Pongal collection. The ‘Pongal Store’, live on the app, brings together a curated festive selection of 4 lakh+ styles from 1800 brands across categories for the entire family, from brands including Pothys, The Chennai Silks, Soch, Unnati Silks, Taneira, Kalamandir and many more, offering categories such as Veshti Sets, Traditional Dhotis, Shirts, Silk Kurtas, and Sarees. These selections will be available at incredible offers coupled with the convenience of a three-day delivery.  

    The campaign will include an ad film, and social media activations including  promotion by 50+ Tamil-TG focused creators. The influencer collaborations and personalized Pongal Store underscore Myntra’s commitment to becoming a trusted fashion destination in the region. The campaign is expected to reach more than 30 million people, with the ad film being presented to audiences on digital channels like Facebook and Google.

    Speaking on the festive campaign, Myntra senior marketing, brand marketing Vijay Sharma said, “The confluence of Tamil Nadu’s vibrant and rich culture and the constantly evolving fashion choices of people, allows us to build salience with the fashion-forward shoppers. The campaign brings to fore how Myntra fashion is an integral part of our customers’ key occasion moments. During Pongal, one of the biggest festivals of the region, Myntra’s widespread offerings from brands native to this region along with many others promise to double the festive delight for the shoppers.”  

  • Sidharth Malhotra and Kiara Advani unite for a stylish festive fiesta with Myntra

    Sidharth Malhotra and Kiara Advani unite for a stylish festive fiesta with Myntra

    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.