Myntra has rolled out a campaign to showcase itself as a one-stop destination for apparel, footwear and accessories for sports enthusiasts. The campaign has been conceptualised by Taproot Dentsu.
The film opens with a man walking out of a cafe with a wrap in hand. He's welcomed by a group of runners who run past him. He sees them and thinks to himself that he should start running. He gets onto the Myntra app and orders himself a pair of running shoes. While running, a passing by car splashes water on him. That makes him think he should swim. He takes to the sport after Myntra delivers him swimming apparel. While swimming, a ball hits him, which makes him think of trying a ball game. A Myntra parcel with football shoes arrives. He takes to the field only to be thwarted by a tackle, which makes him leave the ball game. He tries his hand at Badminton, thanks to equipment from Myntra. While celebrating his performance, his fitness tracker informs him that his heart rate is high. The man thinks he needs to calm down. A Myntra package with clothes for Yoga is opened before the man takes to Yoga. During Yoga, he wants something more exciting, and calls for a cap and shoes to go skating. The film ends with a message, 'Pick any sport and Myntra will do the rest, with the best of brands, shoe-finder technology and assisted shopping'.
Gunjan Soni, CMO and head - international brands business, Myntra, said, “Sportswear has been growing at 45 per cent YoY and is one of the largest categories on Myntra. The sports campaign aims to unequivocally establish Myntra as the foremost destination for all your sportswear needs. A unique attribute for this category is need for advice and keeping this in mind we have added some features to assist customers while shopping. We have also created a specialised sports store on the Myntra app to cater to the unique needs of customers and we are seeking to drive awareness for these offerings through this campaign”
Ayesha Ghosh, general manger, Taproot Dentsu, said, “As an e-commerce platform, Myntra’s edge lies in the width and depth of offerings, as well as the ease with which to access them. To launch their sport offering, we felt this route works best, as it covers the A-Z of sport and makes for an interesting way to display the sheer number of sporting brands that are available on Myntra. It speaks to anyone, whether serious about sport or not. While not the focus of the story, the service aspects of assisted shopping and shoe finder technology convey the required expertise for Myntra to take the high ground on sport.”
Pallavi Chakravarti, executive creative director, Taproot Dentsu, added, “We live in a world where more and more people are exploring and enjoying sports and fitness-related activities. Our campaign has a simple message, delivered in a light-hearted way, to encourage this growing trend. You needn’t be a pro to be into sports, you just need a nudge to set the ball rolling. And Myntra Sport has everything anyone needs to keep going, once they decide to get going.”
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Watch the film conceptualised jointly by FCB Interface and PivotRoots along with Club Mahindra's in-house team