Myntra launches the new Roadster Brand Campaign

After recently celebrating its third anniversary, Roadster – one of the most successful Myntra brands, has launched a brand campaign to enhance its position as the trusted outdoor companion for the young and restless. The brand film, tailored for both Digital and TV, captures the spirit of Roadsters as theyfollow their own unique reasons to be on the road.

Roadster is known for its innovative campaigns from the past such as the GTFO (Get The F*** Out) campaign with actor Ranveer Singh and the ‘Pocketman’ campaign – a live human experiment to interactively demonstrate how a person could live entirely out of their jeans for 48 hours. It’s good to note that Pocketman’s innovative campaign also won Bronze at the Effies 2015 in Mumbai last week in the coveted ‘Experiential Marketing’ category. Today Roadster has established itself as the bestselling brand on Myntra through a product range (including denims, trousers, shirts, tees, footwear and more for men & women)that is rapidly growing in popularity among its young audience.

The online version of the film was released a week ago and has already received tremendous response by brand enthusiasts, quickly crossing 2.5 million views and counting.

Link to Online Version (100 secs): https://www.youtube.com/watch?v=KjCXy9Z4XRk

About the commercial

The film reveals three instances of Roadsters pursuing unusual passions on the road less travelled. A non-linear narrative stitches together three unique instances: a free spirit collecting his own brand of experiences along rocky coastlines, a ranger on a tiger census making her own trail through the forest, and an intrepid duo braving a desert storm to deliver relief supplies.

The underlying message is a simple one –the road is both a journey and destination for those in search of unique experiences.

Creative Credits:

Creative Agency: Brave New World

Production House: Thinkpot Productions         

Director: Manoj Pillai

Abhishek Verma, Head, Myntra Fashion Brands said, “Roadster has always believed in helping people discover new grounds and create lasting experiences. This new campaign further strengthens brand’s identity as consumers’ trusted outdoor companion. We’re delighted with the way Roadster has performed, having received immense popularity & love and today is the top-selling brand on Myntra.”

Commenting on the new brand campaign, Manish Aggarwal, VP, Marketing, Myntra Fashion Brands, said, “Roadster as a brand has grown in leaps and bounds over the last three years to become one of the most successful brands on Myntra. The campaign reinforces Roadster’s image as a true outdoor lifestyle brand, all in the specific context of roads – a purposeful storytelling platform that Roadster can own and differentiate itself from the generic messaging represented by most outdoorsy brands.”