We expect Myntra’s ‘Go for It’ campaign to reach 110 mn people: Achint Setia

Myntra recently announced the launch of its latest brand campaign featuring fashion icons, Kiara Advani and Samantha Ruth Prabhu, in two stylish ad-films, titled ‘Go for It’. The films encourage shoppers to embrace trendy, fresh and offbeat fashion choices and trust the magic of taking a leap of faith.

‘Go for It’ is a reflection of the journey of arriving at trendy and distinct fashion choices of Gen Z and millennial consumers. Kiara and Samantha are making a point to millions of trend-first customers that fashion goes far beyond just one’s attire. It is intrinsically about the person and the confidence one embodies. Everyone experiences a multitude of emotions, while longing for trying something new. The joyful experience of overcoming self-doubt and tenaciously owning your choices is the key message that the brand is driving through this campaign. ‘If you never try, you’ll never know’ is a simple and straightforward response to that emotional journey.

Speaking to Adgully for their column TALKING INSIGHTS, Achint Setia, Head - Marketing & Social Commerce Business at Myntra, elaborates on how the fashion portal is targeting fashion-conscious and trend-first shoppers across the country with a focus on Gen-Z and millennials and reaching over 110 million nationally.

Tell us about the insight on your new campaign – ‘If you never try, you’ll never know’. How did you cull out this insight? Any specific research was done to study behavioural and purchase habits?

We believe fashion is all about self-expression, authenticity and being comfortable in your own skin. The campaign hinges on the relatable storyline that most people, including even the most confident ones have inhibitions about embracing upcoming trends or trying something outside of their go-to choice of outfit styles. We are addressing the mindset of self doubt and second-guessing that exists among the Gen Z and millennials and urge shoppers to be confident, brave and experimentative in their fashion choices in order to stand out and authentically be themselves.

Our latest brand campaign is yet another powerful consumer engagement and relationship building enterprise that rides on a popular and universally applicable mantra of overcoming your inhibitions and self-doubt – ‘If you never try, you’ll never know’. And so, we say – ‘Go for it’ – encouraging everyone to embrace trendy, fresh and offbeat fashion choices and trust the magic of taking a leap of faith.

What’s the objective of the two films and their creative thought? Who are you targeting through this new communication?

 The cast in the 20-second ad-films show everyday people, including leading actors and style icons, Kiara and Samantha, overcoming the doubt that deters them from making a non-mainstream fashion choice with unconventional trendy ensembles. With a groovy background score sung by Anubha Kaul, a contemporary vocalist, song-writer and composer, the brand campaign motivates you to go ahead, ditch the doubts in your head and be the best uninhibited version of yourself. This campaign has upped the ante of what to expect from Myntra, positioning the brand as a motivator, enabler and cheerleader for its shoppers, affirming its place as India’s preferred fashion destination.

We are targeting fashion-conscious and trend-first shoppers across the country with a focus on Gen-Z and millennials.

What made you select and align with Kiara Advani and Samantha Ruth Prabhu? Will they connect well with the brand and will you be able to address the national audiences?

Myntra’s brand ambassadors and leading actresses, Kiara and Samantha, have been working with us for a couple of years now. Being trendsetters in fashion, both Kiara and Samantha have audaciously adopted distinct fashion choices, to be their true authentic selves. This is what continues to make them the perfect choice for Myntra to collaborate with for their campaigns. With immense recall and popularity among the Gen Z and millennial cohorts, Kiara and Samantha will definitely enable us to reach the 110 million consumers we are targeting with their vivacious personalities, keen sense of style and nation-wide popularity.

How do you plan to leverage the films in the media? Can you tell us more about your media strategy?

The films are set to be promoted extensively on TV and digital platforms With Kiara and Samantha having emerged as leaders in the entertainment industry and having extensive reach and presence on social media platforms, along with Myntra’s leading position as the fashion expert of India, allows for effective and impactful reach. The ‘Go For It’ campaign will also be amplified by high-performing and popular fashion creators who are loved, trusted and have a pan-India reach. These creators will bring a fresh, fun and relaxed perspective to the fashion and beauty conversations in the campaign.

What kind of expectations are set for the campaign to deliver? How do you plan to measure the effectiveness and ROI of the campaign?

We expect the campaign to reach 110 million people nationally, with an emphasis on fashion – conscious Gen Z and millennials. Typically, the impact of a brand campaign is measured in terms of spends from existing customers and increase in the number of new customers on-boarded.

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