Myntra goes beyond logic & rational reasoning to woo offline shoppers

‘Try Myntra. You’ll Love It’ is the latest peg from the leading online platform for fashion brands. The new brand campaign is targeted at fashion and lifestyle shoppers who are yet to board the online bandwagon. The campaign aims to address the inhibitions of around 20 million offline shoppers who transact for other services online, but are faced with a resistance to purchase fashion online.

Specific barriers such as the need to touch and feel fashion products and perception of complicated exchange policy, among others, have been addressed craftily through a well-scripted story board that conveys the message powerfully. Conceptualised by ad film director Shirsha Guha Thakurta and produced by Oink Films, the two 35-second TVCs are being aired on all major national channels, digital platform and also radio and outdoor medium in select markets.

The insight

The campaign hinges on the belief that existing customers are allies who can convince the non-buyers by allowing them to unknowingly enjoy a hassle-free online shopping experience. Performing in the TVC are actors Abhay Deol and Ira Dubey, Prateik Babbar and Amol Parashar, who, through their roles, get across the message of ‘Try Myntra. You’ll Love It’. The situations and script construct are crafted to mirror and dispel the fears and concerns faced by ‘non-buyers of online fashion’ and give Myntra a try. It also highlights the brand’s service propositions such as curated collection from over 2,000 Indian and international brands, 100 per cent authentic products and quick refunds for a remarkable online shopping experience.

These four celebrities were specifically chosen for the role as their image complements that of Myntra’s as they are young, vibrant, with aspiration and readily relate to Myntra’s target group.

Speaking about the campaign, Myntra’s CMO & Head of International Brands, Gunjan Soni, 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 lighthearted 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 here, “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?”

The films

The first film features Abhay Deol and Ira Dubey as a couple, where Ira is sceptical about buying fashion brands online. Abhay patiently explains how she has loved the fashionable clothes in her wardrobe and how they had all been bought online on Myntra. He then says that if she wants to return them, then the money will be refunded the same day. But Ira refuses to do that and says that she loves the clothes.

Watch the ad:
https://www.youtube.com/watch?v=5MgnbO4D0xQ

In the second film, Prateik Babbar and Amol Parashar are two brothers. Amol buys a jacket for his elder brother Prateik during one of his trips. He has recently returned from Australia, with a stopover in Singapore and Prateik tries to guess in which of these places Amol bought the fashionable jacket. Finally, Amol reveals that he bought the jacket online on Myntra after landing in Delhi. Prateik is sceptical, but since he likes the jacket so much, he decides to keep it.

Both these films end with the tagline: ‘Try Myntra. You’ll Love It’.

Watch the ad:
https://www.youtube.com/watch?v=TXHScjJlAx8

Peer comments

Commenting on the campaign, Chaaya Baradhwaaj, Founder & MD, BC Web Wise, said, “From a TG connect, whenever you use a celebrity, and particularly somebody like Abhay Deol, he’s very down to earth, he looks like somebody you can trust. He is your ‘Aam Aadmi Celebrity’ and there is something very authentic and genuine about him. So celebrity choice is extremely good. Also, the scenario is going with his personality and the script, so it’s a right choice of celebrity here.”

From the script point of view, too, Baradhwaaj feels that campaign has addressed the issue of trust bang on – be it the fitting of the clothes, the material, the brands, the return and refund policy. “Overall, the ad is very compelling and completes the whole picture,” she added.

Priya Jayaraman, Co-founder & Business Director, Propaganda India, also finds the campaign to connect with the people. She said, “It does connect with someone like me, who has experience, who is a career woman, who does not shop for fashion online and who even does not appreciate anybody else shopping for me. It tells me about the freedom of choice that I have.”

She further said, “The campaign has a certain point of view; it has a certain way of delivery. I like the execution a lot. It has a little bit of tease in it, it is how a woman thinks to some extent, ‘I like it, but I don’t’ – you don’t want to accept it, but you are accepting it.”

Campaign credits:
Client: Myntra
Creative agency: Taproot Dentsu
Executive Creative Director: Pallavi Chakravarti
Associate Creative Director: Neeraj Kanitkar
Head of Strategy: Ninad Umargerkar
Account Director, Planning: Dipika Saggi
Account Supervisor: Sana Patel
General Manager: Ayesha Ghosh
CEO: Umesh Shrikhande
Founder: Agnello Dias

Production House: Oink
Director: Shirsha Guha Thakurta
Producers: Naved Punjabi, Gautam Vaze