Myntra focusses on 'instant refunds' to lure non-metro shoppers

Watch the ad films conceptualised by Taproot Dentsu here

Nov 29, 2017 04:03:00 AM | Video | Campaign India Team

Myntra has rolled out a campaign which highlights its 'instant refunds' policy. The campaign consists of two films conceptualised by Taproot Dentsu.
The brand says that these films are targetted at uninitiated shoppers across the country with a special focus on non-metro cities and small towns.
One film features actress Fatima Sana Shaikh. It's the first time she has shopped online. Shaikh is telling the Myntra delivery boy of her father's links with the chief minister as she is apprehensive about not receiving her money back for an item she wants to return. As she's talking, she receives a notification on her phone which reads 'refund processed'. 

The second film features Suraj Sharma. It's the first time he has shopped online too. He wants to return one shirt that doesn't fit him. He looks to prove it to the delivery personnel by putting it on. As he's about to do it, the man stops him and informs about the 'No questions asked' return policy Myntra offers. 
Gunjan Soni, CMO, Myntra and head, Jabong, said, “Non-metro cities are very important markets for Myntra as we see our next phase of growth coming from there.  Our research shows that over 30 million SEC A internet users in non-metros do not shop online and as a market leader we have launched this campaign to drive adoption among them.  We see about 25 per cent of our daily acquisitions coming from this cohort and with this campaign we are looking at acquiring half a million new customers from this target group over the next three weeks.”
Neeraj Kanitkar, creative director, Taproot Dentsu, Mumbai, said. “Myntra is undisputedly one of India’s most fashionable shopping outposts. Some shoppers though, especially from non-Metro cities, worry about the practicalities of the service features. Will my return be accepted? Will my return have to meet any requirements? When will I get a refund? And as a result simply stay away from shopping for fashion online. This campaign addresses these questions in a thoughtful, warm yet joyful manner. Which will hopefully get them to try Myntra, because once people try Myntra, they really do love it.”
The campaign also consists of digital and outdoor legs. 
Client: Myntra 
Creative agency: Taproot Dentsu, Mumbai
Director: Shirsha Guha Thakurta
Producer: Ramya Rao
Production house: Oink Films