Campaign India Team
Jul 13, 2012

Weekend Fun 1: Cocktail Myntra

Q&A with Ashutosh Lawania, co-founder and head - sales and marketing, Myntra.com, on the e-commerce player’s tie up with the film

Weekend Fun 1: Cocktail Myntra

After a five-day week that seems way longer than it actually was, the much awaited two-day break is here! And there is more that one can do than just stay in at home. For starters, go out and watch the slick Bollywood flick, Cocktail.

Watch the trailer here.

The film stars Deepika Padukone, Saif Ali Khan and debutante and model-turned-actress Diana Penty. Going by the trailers, the film looks like a fun-filled journey of three friends, who get involved in a love chain.

Eros and Illuminati Films, the producers, have been promoting the film at various events across the country, and have also tied up with sponsors such as The Mini Cooper and e-commerce player Myntra.com.

We caught up with Ashutosh Lawania, co-founder, and head – sales and marketing, Myntra.com, to find out about the brand’s tie up with the film – as official online shopping partner.

CI:  What opportunity did Myntra.com see in the tie-up with a movie like Cocktail?

Ashutosh Lawania (AL): Myntra has established itself as the leader in the fashion and lifestyle category today offering some of the best brands in the world. Youth in India is heavily influenced by Bollywood and they being our core target group, associating with a fashionable movie like ‘Cocktail’ was a perfect fit. The youthful and cheerful quotient of the movie perfectly coincides with the fashion quotient of Myntra. Every look and mood of the movie is clearly reflected in Myntra’s varied offerings. Be it the funky, casual or sporty look!

CI:  What have been the customized promotions carried out by the brand to leverage this tie-up?

AL: We have various promotions being carried out to highlight the Cocktail tie-up. A new brand campaign – ‘Shop like Gautam, Veronica and Meera only on Myntra.com’ has been launched recently.

This TVC has been designed to promote our exclusive tie up with the movie. We are also running a contest on the website – ‘Shop on Myntra and get a chance to meet Diana Penty’. The website features a blog called ‘Style Mynt’ where one can find tips on how to get the ‘Cocktail’ look. Select shoppers are also been given movie merchandise as a part of this tie-up.

CI: What other Bollywood tie-ups has the brand been involved with in the past?

AL: This is our first association with Bollywood. We are looking forward to initiating (associations) with similar properties in the future that help us build a direct connect with our target audiences.

CI: Is there a spike in volume of traffic and sale of merchandise thanks to the movie tie-up?

AL:  With the movie slated to launch on 13 July, we are already seeing significant traction on our dedicated microsite www.myntra/cocktail. Over 20,000 customers have already participated in the ‘Cocktail Contest’ on Myntra since the campaign went live. We expect this trend to last for a couple of months depending on the movie’s success.

Also read Weekend Fun 2: A South African Cocktail

Source:
Campaign India