Myntra takes on 'offline' mindset to woo fashionistas

Myntra has rolled out an ad campaign consisting of two films to woo the fashion conscious to log on to Myntra. The films have been conceptualised by Taproot Dentsu. 

 

One film features Bollywood actors Abhay Deol and Ira Dubey, who play a couple. Dubey confronts Deol for buying her fashion apparel online. She reasons that she hates buying fashion online as anything can go wrong. Deol is perplexed by the fact that Dubey loves the clothes but hates the fact that they were bought online. He tells her that the current red dress she is wearing, is also from Myntra. Since it's new, he can return it and get his money back the same day, he consoles her. Dubey tells him not to, and changes her stance saying that she loves it. The film ends with the message ,'Try Myntra, You'll Love it'.

Another film features actors Prateik Babbar and Amol Parashar. The plot follows on similar lines, with Babbar trying out a jacket bought by Parashar. 

 

Gunjan Soni, CMO and head of international brands, Myntra, said, “Myntra as a brand has a clear vision to be the most vibrant, fashion forward and yet friendly and relatable brand that helps Indians look good. This campaign aims to influence India’s offline shoppers by addressing their inhibitions towards online fashion and show to them in a light hearted way how easy and fun shopping on Myntra is. We are working hard everyday to ensure shopping on Myntra is the best 'fashion shopping experience' at every step – great brands, fantastic selection, timely delivery and early doorstep returns. We have used existing Myntra shoppers as our allies and voice in delivering this message.”

 

Pallavi Chakravarti, executive creative director, Taproot Dentsu, added, "There are 80 million well-groomed, brand-conscious, internet-savvy people out there, who buy everything online, except fashion. Their minds tell them that a platform like Myntra will give them the range, quality, trends and looks that they seek. But their hearts don't quite agree. Logic and rational reasoning have clearly been insufficient to convert them. So we put forward an argument that they can't possibly win. After all, how do you dislike something just after you've liked it?"

 

Credits

 

Client: Myntra

Agency: Taproot Dentsu

ECD: Pallavi Chakravarti

Production house: OINK Films

Director: Shirsha Guha