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Myntra hopes to reach 100 mn users & increase time spent by 2X: Amar Nagaram

Leading online fashion portal Myntra has adopted a video content-led approach to customer engagement with the launch of Myntra Fashion Superstar. The 8-part reality series will see 10 contenders compete for the title of India’s Next Big Fashion Influencer and will be mentored and judged by Bollywood actress Sonakshi Sinha and celebrity stylist Shaleena Nathani.

The show will go live on the Myntra app on September 17. Zoom TV has come on board as their media partner and will telecast the 8 episodes on television. The winner will collaborate on influencer-led marketing activities that Myntra would pursue in the future. The show has been produced in association with Banijay Asia.

Speaking about the video format, Amar Nagaram, Head, Myntra Jabong, said, “We have begun building our video catalogue and have already seen good results from this. Time spent and engagement from our users has gone up. Users spend up to 20 minutes on average on the Myntra platform. This has given us confidence that video as a medium for content is very well consumed. With the content coming from influencers it will tie together with the users’ fashion needs. We believe, this will hold more cohesively than any other platform out there.”

Adding further, he said, “Myntra Fashion Superstar is a first of its kind reality show that offers fashion influencers an opportunity of a lifetime to showcase their special talent and make a mark for themselves in the industry. While the concept is aimed at bringing the influencer community to the fore, it also demonstrates our innovative technology led approach to enhance customer experience and engagement on our platform. A first for any e-commerce platform in the country, this marks the beginning of Myntra’s in-app content led destination to engage customers.”

With seven days remaining for the show to go live, Myntra is taking the digital-only route for the marketing campaign. By leveraging their influencer network and campaigning channels, Myntra is able to reach their target segment effectively. As Nagaram puts it, “We are trying to create a healthy flywheel between the influencers, content and the marketing front.”

Recently, when the platform welcomed fashion brand H&M on board, they created engaging user content by roping in 40 influencers for an unboxing event. These influencers created a lot of content around H&M merchandise, thereby creating a lot of user engagement in the process.

Adgully caught up with Amar Nagaram at the launch event to better understand the inner workings of the show.

Full Interview

What would be the format for Myntra’s Fashion Superstar?
The way we are approaching this is that there are a series of activities that will lead to the choosing of Myntra’s Fashion Superstar. These activities are specific styling acts and content creation acts. It is not just about styling, but also about creating digital content. Their engagement and style quotient is what’s going to be the main judging criteria.

Who are the contestants?
These influencers are already present on any social channel you can think of. From YouTube to Instagram or TikTok – they have a huge following across channels. We are going to recognise them through the Myntra Fashion Superstar and reward them with future collaborations. The winner of this event would be part of a lot of influencer activities that Myntra would be doing going forward.

It is actually a combination of brands, styles and looks all coming together. The influencers get to curate a section of our merchandising, where they can put together a winner look.

What are the brand integrations that you have planned?
We already have a set of brands who are partners of the show. The way we are integrating brands into this show is seamless, based on the activities and assets used within the show.

We believe this content will reach the mass because of video as a platform. Fashion is a visual category more than anything.

How has Myntra’s experience with influencer marketing been?
When we launched H&M, one of the major aspects of the campaign was an unboxing event. It were influencers who led this campaign. 40 influencers posted content on the H&M merchandise. They tried on what they felt comfortable with. There was a lot of user generated engagement through the influencer content.

What is the objective of the entire initiative?
We want to measure this content through the time spent by the user. We hope to reach 100 million users through this content. We expect time spent to grow by 2x, compared to what we are already looking at. That will help us decide on the future content that has to come on board.

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