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Etailer Myntra launches ‘Live for Likes’ branding campaign

June 06, 2014 (India)

Myntra.com, the ultimate shopping destination for fashion and lifestyle online, launched its largest marketing campaign to date, christened ‘Live for Likes’, in an endeavor to engage today’s social media savvy generation. The peppy ad aptly portrays people’s increasing desire to upload attractive pictures and gather maximum likes for it. It is a multi-media campaign which kicked off on social platforms and has extended to TV; and will be brought alive in various media over the coming weeks.
 
The campaign, ‘Live for Likes’, taps into the global trend of taking ‘selfies’ and getting appreciated by friends on social media.  Myntra.com encourages its shoppers to look their stylish best with the latest fashion trends coupled with a million dollar smile for a perfect picture on every occasion, be it a leisurely hangout with friends, a cocktail dinner or a slumber party. The campaign has a slightly quirky ‘take’ on this trend, reflecting how people go a little out of their way to get more ‘Likes’.
 
The campaign first went live exclusively on Myntra.com’s social media platforms Youtube and Facebook, and is being aired across all major GEC, Entertainment and regional channels starting from June 6, 2014. 
 
Speaking about the launch, Vikas Ahuja, Chief Marketing Officer, Myntra said, “Young shoppers of today are totally digitally savvy, and highly active on social media platforms. ‘Selfies’ are a common trend and people try to put their best foot forward to share pictures of themselves – often it is as important, or more important, to look good online as it is in real life! In our campaign, we have tapped into this trend and married it with the key role that fashion plays in helping people look good. The TV commercial is very fashionable and stylised, has a peppy, foot-tapping music track, and is aspirational yet relate-able to youth. And encourages them to Get the looks, Get the Likes!”
 
Myntra.com offers a wide range of fashion apparel and accessories that enable shoppers from across the country to access a variety of popular Indian as well as international brands in appealing designs. With this initiative, the e-commerce website incites shoppers in every part of the country to look fashionable. A dedicated microsite will go live by the 14th of June, which will pique the interest of shoppers to engage and be a part of the campaign. The microsite will host contests for people to upload their pictures and garner maximum likes. Attractive prizes including a trip to Milan are on offer.
 

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