Myntra has rolled out an OOH campaign by reviving the meme character 'Adarsh Balak' to highlight its end of reason sale (EORS).
Conceptualised by Talented, the OOH creatives resurrected the protagonist who was popular during the 80s to showcase the bitter-sweet comedies of a modern dystopian world. The campaign incorporates symbolism through Balak to communicate the EORS propositions and showcase the brand's position as a go-to fashion platform.
The OOH activation will be active till 10 June.
Abhishek Gour, director - digital marketing, Myntra said, "The campaign has been designed to communicate the disruptive EORS propositions with a unique approach, to break the clutter amidst all the noise online and solidify Myntra’s position as the go-to fashion platform in the country. Our collaboration with India’s ideal good boy 'Adarsh Balak' by giving him a whole new personality is a testament to our commitment to always keeping EORS-based communication fresh and interesting with a dash of humour as we build deeper resonance with our customers."
Pooja Manek, creative and founding member, Talented, said, "Symbolism is at the centre stage of art and fashion. The rebellious undercurrent of the Adarsh Balak icon lends itself naturally to the bold world of fashion. So, instead of getting a celebrity to be the face, we picked Adarsh. He is someone modern-day millennials relate to, and be reminded of the unhindered spirit of their youth."
Manek added, “The brainstorming on this was wild. Funnily, Priyesh is nothing like Adarsh Balak, which was unexpected. An introverted, talented artist, he let us spill all our visual concepts on the table, and patiently fine-tuned them to ensure they stayed true to the Adarsh Balak universe– Fashion campaign but Banksy style. The first sample illustration he made was for the Adidas sneakers billboard, which got approved by Myntra in the first go, also strengthening everyone’s conviction in this approach. It was a golden triangle–dark humour, rebellion, fashion.”
Aabhas Sreshtha, creative and founding member, Talented, said, “What is interesting about this project was trying to find the right balance between doing justice to the brand comms and also keeping the aesthetics of Adarsh Balak as a pop culture sensation in check. As advertising creatives, we’re wired to always think brand-first and somewhere to mesh the two without disregarding either worlds was a fun exercise.”