Myntra highlights international brands portfolio with 4-week campaign

Myntra has rolled out its new international brand campaign – ‘#JustArrived’. The campaign, conceptualised by Happy Creative Services, is aimed at showcasing Myntra as the go-to destination for the latest in global fashion from top international brands. Already known for being a ‘house of best fashion brands’, Myntra has further strengthened its portfolio by adding 25+ iconic international brands with over 11,000 unique styles, available over the last 15 months.

The TVC demonstrates style and fashion of top international brands by using a metaphorical Myntra airport setting where passengers (symbolic of the brands) have #JustArrived and are getting checked, stamped and welcomed warmly on the Myntra platform. The visuals are tantamount to a fashion show of the latest trends and collection of apparel, footwear and accessories, at the airport. The TVC has been directed by Sachin Khotre and produced by Asylum Films.

A four-week campaign, the TVC will be aired extensively across 25+ TV channels, spanning Hindi GEC, Hindi movies, English entertainment, English movies, youth and music channels, and English news channels. The campaign will also be promoted in outdoor mediums in Delhi, Mumbai and Bangalore starting April 4, 2016 and through brand’s digital platforms. 

While most international brands are focused on the metros, there is a growing awareness and demand for international brands, not only from top cities but also from Tier 2 and 3 cities. However, access to these brands continues to be a constraint. Currently, over 50 per cent of revenue for international brands at Myntra comes from Tier 2 and 3 cities. Understanding the growing aspirations of Indians today, Myntra has been working with international brands to help them launch, grow and become more accessible to the masses.

Commenting on the launch of campaign, Gunjan Soni, CMO & Head of International Brands, Myntra, said, “Myntra has over 8 million fashion shoppers, who see us as a destination of choice for their favourite brands. By adding a wide range of international brands, we have further strengthened our fashion leadership. With this campaign, we now want to bring the best of international fashion to the doorstep of every aspiring Indian, going beyond just the metros, and showcase our carefully curated International selection.”

Recent additions have been iconic global brands such as M&S, Forever 21, Timberland and Jeep, among others, being retailed online exclusively through Myntra platform. The company expects international brands to account for 15 per cent of its revenues in the next 12-18 months as it adds more global labels to its portfolio which currently includes Ferrari, Harley Davidson, Cole Haan, DKNY, The North Face, Mango, Tommy Hilfiger and CK, to name a few.

#JustArrived: International Brands on Myntra ad:
https://www.youtube.com/watch?v=SYcSFHZNlDs