Myntra, one of India’s leading platform for fashion brands in m-commerce play has announced the launch of a new international brand campaign called ‘#JustArrived’. The campaign is aimed at showcasing Myntra as the go-to destination for the latest in global fashion from top international brands.
Myntra has recently strengthened its portfolio by adding more than 25 iconic international brands with over 11,000 unique styles, available over the last 15 months.
The two television commercials – 30 seconds and 45 seconds in duration respectively – demonstrate style and fashion of top international brands by using a metaphorical Myntra airport setting where passengers 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.
The TVC is directed by SachinKhotre, produced by Asylum Films and conceptualized by Happy Creative Services.
The commercials have been made keeping in mind a growing awareness and demand for international brands, not only from top cities but also from tier II and III cities.
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.
Speaking at the launch of the campaign, CMO & Head of International Brands Myntra, Gunjan Soni said, “Myntra has over eight 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 leadership in the fashion segment. 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 we want to showcase our carefully curated international selection.”
Recent additions to Myntra have been iconic global brands such as Marks and Spencer, Forever 21, Timberland and Jeep among others. 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 25+ TV channels, spanning Hindi GEC, Hindi Movies, English Entertainment, English Movies, Youth & Music Channels, and English News Channels. The campaign will also be promoted in outdoor mediums in Delhi, Mumbai and Bangalore starting April 4, 2016 and through the brand’s digital platforms.