Myntra has launched a campaign titled ‘All About You’ (AAY), to promote its AW21 collection as an ode to inspiring modern women. Conceptualised by Exceed Entertainment, the film aims to create an affinity for the brand in the heart and mind of every woman who is expressive, yet rooted in her culture.
The film features the face of the brand’s seasonal campaign, actor Chitrangda Singh, who waltz around the Royal Opera House, in a transition of Myntra’s outfits, right from western to the traditional Indian attire.
Manohar Kamath, CXO and chief, Myntra Fashion Brands, said, “This campaign has been conceived to create aspiration for ‘All About You’ by outlining some of its characteristic traits in an expressive and engaging manner. It is therefore rich in its adoption of culture, style, attitude and opulence, delivered unequivocally by the charming Chitrangda Singh, whose personality shines through a balance of being bold, authentic, and uncompromising that perfectly fits with our brand values. This couldn’t have been delivered at a more appropriate time than the current festive season, catering to consumer demand for traditional, evening wear and winter wear.”
The campaign will be rolled out on the brand’s social media, including AAY’s social media handles.
Creative agency: Exceed entertainment
Production: DK Talkies
Video and images: Santosh Mishra
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