Myntra banks on ‘Likes’ to target youth

Watch the ad film conceptualised by Lowe Lintas and Partners

Jun 19, 2014 02:52:00 PM | Video | Campaign India Team Share - Share to Facebook

Fashion portal Myntra has launched a campaign titled ‘Live for Likes’ to target the youth. The campaign conceptualised by Lowe Lintas and Partners went on-air on 4 June.
The campaign encourages them to dress fashionably with things bought from Myntra, click a picture of themselves and then share it on social media platforms where the pictures will garner ‘Likes’ from friends and family. The idea stems from the insight that people like to do things (posing for selfies with accessories, putting on a fake beauty spot and so on) that help them get noticed by others, informed an official release from the agency.
The film opens with a package from Myntra that is delivered and handed over to a young woman. She is then shown dressed in a lace dress accessorised with a lemon yellow hand bag. She adorns a hat and then poses with a cat for a selfie. Another woman is shown wearing a gold sequined top with new dangling earrings. She puts on a fake beauty spot for a close up picture. The song in the background has a woman singing - “That is how you get your likes,” while the girls are shown happy smiling and dancing with their accessories. The film then has a young man with a hat, wearing a pair of sneakers, and suspenders. He is shown taking a selfie of his while posing with a vintage telephone set. All the people featured in the TVC then upload their pictures on social media that go on to gather multiple likes. The voice over explains, “Get the looks; get the likes- shop online on”   
Vikas Ahuja, chief marketing officer, Myntra, said, “These days, people try to look their best while sharing pictures of themselves - often it is as important, or more important, to look good online as it is in real life! 'Live for Likes' is a well conceptualized campaign where our creative team Lowe has tapped into this insight and married it with the key role that fashion plays in helping people look good. The TV commercial is very fashionable and stylised, has a peppy, foot-tapping music track, and is aspirational yet relatable to the youth.”
Rajesh Ramaswamy, ECD, Lowe Lintas, said, "We've all done some crazy things to get likes. We wanted to bring that alive. It had to be relatable, but at the same time also keep it fashionable. It is a difficult balance. We are really happy with the way Vishwesh from Corcoise managed this. He's new, raw and has a great sense of storytelling and aesthetics.”
GV Krishnan, executive director, Lowe Lintas Bangalore, said, "While a whole lot of fashion players have built their brand in the offline space, as an online e-commerce player we saw an opportunity to create a brand which could own fashion that makes you look great online. The idea ‘Live for Likes’ allows us to connect with the youth and their fashion sentiment online, which was endorsed whole-heartedly by our client.”
Creative agency: Lowe Lintas and Partners
Creative team: Arun Iyer, Rajesh Ramaswamy, Lohith Chengappa, Carl Savio, Sooraj Pillai, Ruchira Singh, Gopi Krishnan
Business team:  GV Krishnan, Anand Narayan, Kunal Madhavdas, Pritika Gupta
Planning team: Vishal Nicholas, Russell John
Production house – Corcoise Films
Director - Vishwesh Krishnamoorthy


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