Taproot creates 'Real life mein aisa hota hai kya' for Myntra.com

Myntra.com, one of the leading e-commerce companies in India has released a new brand campaign. Demystifying the myth of online shopping, the campaign focuses on the theme – “Real life mein aisa hota hai kya”. The new video that was shot in Mumbai, showcases a real life depiction of youths shopping at a mall and extrapolating the same to an online scenario (showcasing the advantages of online shopping over offline). The film has been directed by Prashant Issar and produced by Radhika Sawhney from Tubelight Films.

 

The campaign holds a direct message, promoting the benefits of online shopping within the story lines: features such as ‘no waiting queues but the virtual service waiting on you’, ‘product trials at the comfort of your home’, etc. Consequently the customer’s comfort and gratification is guaranteed with e-shopping and thus with Myntra.

 

The campaign was conceptualized by Mumbai based creative agency Taproot India led by Agnello Dias and Manan Mehta.

 

“Myntra.com is clearly one of the country's most comprehensive online fashion stores. The idea was to communicate the unique benefits that Myntra.com offers by transposing those advantages on real life shopping which if possible would be quite an incredulous thing. But obviously, it's only possible on Myntra.com”, mentioned Agnello Dias, Chief Creative Officer, Taproot India.

 

Manan Mehta, Managing Partner, Taproot India adds, “We found that there was a considerable amount of confusion on whether Myntra.com was a fashion apparel brand or a fashion apparel destination. We were facing this dual challenge of not only establishing Myntra.com as an online shopping portal for fashion apparels and accessories, but also helping Indian consumers navigate through their inherent inertias of shopping online.”

 

“The campaign aims to amplify the key product offerings – Cash on Delivery, Free Home Delivery and 30 Day Return Policy in a manner that reflects ease of shopping online and helps burst category barriers”, Mehta added.

 

Myntra’s product repertoire includes merchandise from some of the world’s most popular brands and spans across all categories from clothes to shoes to accessories. Providing access to over 300 lifestyle brands to people across the country, the online shopping portal seeks to expand their customer base even further with the new campaign.

 

“With the establishment of the e-commerce industry, the greatest challenge is to educate and captivate the audience on the positives the realm holds. With a film that centers on perks of online shopping, we believe the message will be driven home”, says Ashutosh Lawania, Sales Head and Co-founder, Myntra.com.

 

“Being a national brand with presence across 400 cities, a TV campaign was the best medium to reach and spread awareness among our audiences”, Lawania adds.