Myntra.com drives home benefits of buying online in new campaign

The television commercials created by Taproot India went on air on 11 June, and are built around the theme 'Real life mein aisa hota hai kya'.

 

 

 

The first TVC shows three friends (two boys and a girl) entering a crowded apparel store. One of the boys looks for the assistance of a salesman. Immediately, the crowd clears out to provide them space - and a sofa to get comfortable on. A salesman responds to their asking for something 'blue', by displaying all the blue-coloured apparel available at the store. One of the men in the group of three shoppers says its for his female friend. Even before the statement has been completed, the salesmen display a range of women's apparel. The lady picks one, at which point the salesman says he will get it sent to her house. The friends then inquire about payment, to which they are told they can pay on delivery. The girl's next query is about a trial of the top, to which she is told she can try it at home and exchange it if she doesn't like it. This leaves the trio shocked and the film ends with a voice over introducing Myntra.com's free home delivery, exchange and cash-on-delivery services.

 

Another 25-second TVC shows a man inside a store which sells sunglasses looking to return a pair of shades. The shopkeeper recollects that his customer had visited the store the previous week and inquires whether he liked his purchase . The customer replies saying he liked it, but he didn't get the 'feel'. The salesman says, "Goods once sold can be returned" and returns the money to the astonished customer. The film ends with a voice-over that introduces Myntra.com's 30-day return policy.

 

Commenting on the campaign, Agnello Dias, chief creative officer, Taproot India, said, “Myntra.com is clearly one of the country's most comprehensive online fashion stores. The idea was to communicate the unique benefits that Myntra.com offers by transposing those advantages on real life shopping which if possible would be quite an incredulous thing. But obviously, it's only possible on Myntra.com.”

 

Manan Mehta, managing partner, Taproot India, added, “We found that there was a considerable amount of confusion on whether Myntra.com was a fashion apparel brand or a fashion apparel destination. We were facing this dual challenge of not only establishing Myntra.com as an online shopping portal for fashion apparels and accessories, but also helping Indian consumers navigate through their inherent inertias of shopping online. The campaign aims to amplify the key product offerings – cash on delivery, free home delivery and 30 day return policy in a manner that reflects ease of shopping online and helps burst category barriers.”

 

Ashutosh Lawania, sales head and co-founder, Myntra.com, added, "With the establishment of the e-commerce industry, the greatest challenge is to educate and captivate the audience on the positives the realm holds. With a film that centers on perks of online shopping, we believe the message will be driven home. Being a national brand with presence across 400 cities, a TV campaign was the best medium to reach and spread awareness among our audiences.”

 

The film has been directed by Prashant Issar and produced by Radhika Sawhney from Tubelight Films.