Myntra is back with is 'End of Reason Sale' from 3 to 5 January 2016. A TVC has been conceptualised by Happy mcgarrybowen for the same.
The film opens with a cassette played on an old music system. As the sound track kicks in, a group of three women walk through a college corridor. Heads turn, looking at their fashion sense. Elsewhere, a family is eating breakfast together. An old woman who enters the scene late, wipes the dust off her sunglasses. As she wears them a fellow family member whistles in appreciation. The group then takes a family picture together. The scene shifts to another family taking a picture together. Here, a young girl enters the scene late, in ethnic Indian attire. The next shot is of a Christian wedding, where the bride is sporting trendy sneakers under her bridal gown. The groom spots that and they exchange smiles. On the badminton court, Indian shuttler PV Sindhu is seen browsing for clothes on Myntra on her mobile while returning shots. The last fashionable protagonist on screen is Bollywood actor Hrithik Roshan. Two women passing him on the jogging path look on excitedly, as he makes the 'End of Reason Sale' pitch.
Gunjan Soni, CMO and head - international brands business, Myntra, said, “The size and reach of our marketing campaign for the upcoming ‘End of Reason Sale’ (EORS) is unprecedented. We have come up with an array of innovative activities to engage with our customers. We are doing a take on the mannequin challenge to reveal prices of products, gamification to drive traffic and a focused regional push on digital. EORS has emerged as the most sought after fashion sale event in the country and through this campaign we are reaching out to all our existing and new customers, urging them to prepare and make the most of the three-day sale.”
Kartik Iyer, CEO, Happy mcgarrybowen, said, "Working with Myntra on their EORS campaign has always been exciting with the sale growing in leaps and bounds every season. The mission has been to build enough excitement around the largest and most awaited fashion sale event in the country and it has been a great experience as always, with conceptualising the film. We are confident that the film will rouse enthusiasm for the sale among all sections of consumers."
The film went on air on 27 December 2016.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
11 hours ago
Working from home is no good for passionate and spontaneous folks in the business of ideas, says the author