Myntra’s endeavour is to enable brandification of fashion: Sunder Balasubramanian

Myntra recently named actor Ranbir Kapoor as its brand ambassador to boost the country’s fashion quotient. The brand’s existing ambassador and fashion icon, Kiara Advani, will continue to raise awareness for the women’s western fashion category.

With such popular B-town celebs as the face of the brand, loved and admired for their acting skills and fashion quotient, Myntra is poised to connect with consumers in a unique way. Myntra’s association with Ranbir will help the brand leverage its popularity and national appeal. His personal style and admirable personality is intended to build and deepen consumer awareness at Myntra, stimulate conversations between metro and non-metro audiences, and help enhance the fashion choices of his expansive fan base. Ranbir Kapoor joins a cast of superstars that also includes Kiara Advani, Tamannaah Bhatia and Vijay Deverakonda to represent Myntra, strengthening the platforms’ connection with the national cinematic landscape and positioning Myntra as the go-to place for the latest on-trend looks and fashion.

In an exclusive interaction with Adgully, Sunder Balasubramanian, CMO, Myntra, speaks at length about on-boarding Ranbir Kapoor as the brand ambassador, Myntra’s marketing strategies and campaigns planned for 2023, and much more.

About on-boarding Ranbir Kapoor, Kiara Advani, Tamannaah Bhatia, and Vijay Devarakonda as brand ambassadors, and the parameters on which they were selected, Balasubramanian said, “Myntra has always had an interesting pool of brand ambassadors, with a mix of cine superstars and popular influencers. Kiara Advani and Vijay Deverakonda are fashion icons and have been a part of our existing brand ambassadors’ pool, and our association with them has immensely strengthened our relationship with their fan base. While selecting celebrities for a campaign, it’s important to consider not just their fame and fashion quotient, but also how they fit within the larger brand narrative. Each celebrity should play a role that contributes to the overall story of the campaign, helping to reinforce its larger message. We decided to rope in Ranbir Kapoor and Tamannaah Bhatia to Myntra’s club of brand ambassadors, for their high fashion quotient, and their ability to inspire and bring forth a relatability factor across cohorts. The actors are also immensely popular across the country, which helps in increasing the visibility of the campaign across customers from both the metros and Tier 2-3+ cities and towns.”

Sharing about the campaigns that are lined up for the year 2023, he said, “Our latest star-studded campaigns featuring our brand ambassadors and leading stars Ranbir Kapoor, Kiara Advani, Tamannaah Bhatia and Vijay Devarakonda for fashion and Anushka Sharma for beauty sets the tone on how we will connect with our audience. The messaging will continue on the same lines and we are confident that our association with stars from the world of films will strengthen our position as one of the leading fashion, beauty and lifestyle destinations among their fans. In fashion and beauty, the brands that celebrities are associated with can influence consumers’ choices. As we recognise this significant factor, our campaigns will continue to feature celebrities who are considered to be the fashion icons and adored by millions of people across the country.”

Balasubramanian continued, “Myntra’s social commerce proposition will continue to propel the larger narrative of ‘Be Extraordinary EveryDay’ through M-Live and Myntra Studio. Our army of 1,000+ influencers play a pivotal role in driving fashion and beauty conversations in the digital space. Myntra’s marquee fashion events, Big Fashion Festival and EORS, will also see marketing campaigns that will drive higher brand salience across cohorts, including the fan base of the celebrity ambassadors.”

When asked about Myntra’s marketing strategy and focus area for Q1, Myntra’s CMO shared, “Our marketing strategies are aimed at building salience with shoppers across the country, ranging from the Gen-Z cohort to style seekers and brand seekers across metros and non-metros, who are looking to elevate their everyday style. Our constant endeavor is to engage with customers at a deeper level from a fashion and beauty point of view. Our latest brand campaign draws customers’ attention to Myntra’s unparalleled services, including the wide range of selection of ~1.7 millions styles from more than 6,000 brands, 3-day delivery, 5-step quality assurance, and hassle free returns experience. Leveraging the influencer ecosystem, as part of our Social Commerce charter, will also continue to play an important role in our overall marketing strategy.”

Talking about the media mix for Myntra, Balasubramanian said, “Myntra has followed a multi-pronged holistic approach to drive higher brand relevance. We look at implementing a 360-degree approach, leveraging TV, Digital and traditional media, and Social platforms to deliver the campaigns across the nation. Over 20% of Myntra’s user base currently interacts with social media influencers, via M-live and Studio. The Social Commerce proposition will continue to play a pivotal role in furthering our reach and deeper connection with our customer base, who actively seek inspiration from their favourite influencers.”

On Myntra’s plan for 2023, he said, “We will continue to provide the best of fashion, beauty and lifestyle offerings to our discerning shoppers and further enable them to look extraordinary everyday with the branded fashion from Myntra. As a preferred platform of choice for over 6,000 brands who are offering ~1.7 million styles, our endeavour will be to enable the brandification of fashion in the country.”