Myntra has launched a campaign for the 18th edition of its biannual EORS (End of Reason Sale).
This campaign was conceptualised by Talented and aims to make the best use of a missable page.
The initiative was created without any pictures of clothes, right in the middle of people’s laundry. The initiative tried to draw on the fact that every time a person got their clothes dry-cleaned or ironed, they were almost new, but not trendy.
The brand collaborated with laundry chain UClean, and turned the laundry sheet that’s placed within freshly-ironed clothes into a touchpoint to highlight Myntra’s EORS offers.
The laundry sheets showcase exclusive coupon codes that can be redeemed to bag wardrobe essentials from Myntra in exchange of old but ironed outfits from one’s laundry pile or wardrobe.
The brand also plans to recycle the old clothes it receives from this activation to give them a new life in the future.
Vijay Sharma, senior director, marketing, Myntra, said, “The fashion sale landscape is quite saturated with the same old visuals without any point of view. That’s why this cheeky media innovation didn’t need much convincing; the contextuality makes the messaging hit harder, which makes this idea work hard for both, the brand and the business.”
Pooja Manek, creative and founding member at Talented, added, “I like to describe this campaign as fashion e-commerce marketing but on steroids. The idea was approved in the first meeting itself and then, the copy and the design team–Sandipan Deb, Devargh Mukherjee, Malvika Thirani, Aatif Shaikh and Shreya Arora worked through multiple iterations to elevate the sheer simplicity of the idea, while the collaboration and smooth logistics of it all were made possible because of Abhishek Kumar’s efforts.”
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