The television commercial with a 30 and 45 second duration, demonstrates style and fashion of top international brands by using a metaphorical Myntra airport setting where passengers (symbolic of the brands) have #JustArrived and are getting checked, stamped and welcomed warmly on the Myntra platform. The visuals are tantamount to a fashion show of the latest trends and collection of apparel, footwear and accessories, at the airport.
Currently, over 50 per cent of revenue for international brands at Myntra comes from Tier II & III cities. Understanding the growing aspirations of Indians today, Myntra has been at the forefront of working with International Brands to help them launch, grow and become more accessible to the masses.
Commenting on the launch of campaign, Gunjan Soni, CMO & Head of International Brands, Myntra said, “Myntra has over 8 million fashion shoppers, who see us as a destination of choice for their favorite brands. By adding a wide range of International brands, we have further strengthened our Fashion leadership. With this campaign, we now want to bring the best of international fashion to the doorstep of every aspiring Indian, going beyond just the metros, and showcase our carefully curated International selection.”
Recent additions have been iconic global brands such as M&S, Forever 21, Timberland & Jeep among others, being retailed online exclusively through Myntra platform. The company expects international brands to account for 15 per cent of its revenues in the next 12-18 months as it adds more global labels to its portfolio which currently includes Ferrari, Harley Davidson, Cole Haan, DKNY, The North Face, Mango, Tommy Hilfiger and CK, to name a few.
A four week campaign, the TVC will be aired extensively across more than two dozen TV channels, spanning Hindi GEC, Hindi Movies, English Entertainment, English Movies, Youth & Music Channels, and English News Channels. (SH)
Fibre2Fashion News Desk – India
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