Myntra – India’s leading fashion portal has launched ‘Try Myntra, you’ll love it’ campaign as a successor to its popular ‘#JustArrived’ tagline.
Through this campaign, Myntra aims to address the inhibitions of shoppers who are reluctant to buy clothes online. The campaign is estimated to reach out to 20 million online shoppers who avoid online shopping of clothes due to constraints such as touch, feel, fitting, exchange policy and others.
The campaign targets the key essence of easy returns and cashback policies, while emphasizing the fact that clothes purchased online are perfectly fitting. As a part of campaign, two short films have been launched. The first film starts with Abhay Deol andIra Dubey, as a married couple, wherein Ira is trying a new one piece dress, only to realize that it was purchased online. Ira is shown hating shopping online, but Abhay convinces her about the easy return and cashback policy. However, as Ira has liked the outfit, she decides to keep it.
The other film stars Prateik Babbar and Amol Parashar as brothers. The film begins with Prateik being shown trying a new jacket bought by Amol, who has just returned from an international trip. While they are conversing, Prateik assumes that the jacket is purchased from international store in Australia or Singapore, only to be disheartened by the fact that it was purchased online inDelhi. While Prateik is shown rebuking the product, stating that fashion is not bought online, Amol is ready to return the product with easy cashback. However, impressed by the fitting, Prateik decides to keep it.
Both the campaign ads encourage consumers to do online shopping through ‘Try Myntra, they’ll love it’ campaign.
Gunjan Soni, Myntra’s CMO and Head of International Brands, says “ 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 Indian shoppers by addressing their inhibitions towards online fashion and shows them in a light-hearted way how easy and fun shopping on Myntra is. We are working hard every day 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.“
]This campaign is expected to have positive impact on sales as it directly addresses the inhibitions related to online fashion shopping. As both the ads put forth an argument about how to dislike and return something that you have liked already, the number of people opting for online fashion shopping is expected to increase.