Extending on its theme, 'Real Life Mein Aisa Hota Hai Kya', Myntra has brought out a new campaign for TV and digital media.
The campaign that went on air on 11 October 2012 has been created by Taproot India.
The first TVC shows a set of corporate executives occupied in a board meeting. One of them, a woman, asks the two men sitting on either side of her to check a website (Myntra.com) on her tablet. The three start envisaging models wearing branded attires, walking on the conference table, as if they were walking on the ramp. The three are stunned as expected. A voice-over in the end concludes that while such things might be unlikely to happen in real life, Myntra does offer a host of brands on its website to shop for, which can be accessed anytime, anywhere.
Watch the second film from the same campaign (the story continues below)
The second TVC shows that Myntra offers a smooth exchange and return service to its customers as opposed to the travails that people otherwise undergo when they set out to exchange or return something they have bought.
Agnello Dias, chief creative officer, Taproot India, said, “This is a further extension of the original campaign thought – ‘Real Life mein aisa hota hai kya?’ which had worked very well for the brand the first time around. Myntra does indeed have a wide range of fashion brands parading on the site at any given point in time and we thought it would be interesting to dramatise that fact by exaggerating the grand parade of fashion apparel through a catwalk in a place and at a time when one least expects it. Similarly, the second TVC emphasises on a core offering of Myntra – hassle free return and exchange.”
Mukesh Bansal, founder and chief executive officer, Myntra.com, said, “Having created a successful campaign showcasing the benefits of shopping online, we are now extending our communication to a wider audience with two new TVCs. This campaign is aimed at showcasing our entire range with shoppers being able to mix and match from our wide catalogue. With over 500 fashion brands, we are further consolidating our leadership position in the online fashion and lifestyle space."
The new commercials were released on Facebook a day prior to going on-air on TV. The media plan for television is to target most of the GECs.
Agency: Taproot India
Production house: Tubelight Films
Producer: Radhika Sawhney
Director: Prashant Issar
Media agency: Maxus