Myntra cuts a sporty figure in the outdoor

Myntra recently launched a category focused OOH campaign showcasing the brand’s range of sports apparel and footwear. In addition to creating brand awareness, the campaign, crafted by Milestone Brandcom highlighted Myntra as a one-stop destination to fulfil the sports needs of the youth in particular.

To reach out to the prime target audience effectively, the campaign was executed in six major cities. In targeting the youth and young working professionals who are always on the move, take life positively, and socialise through sports and outdoor activities, the campaign attracted the attention of consumers in a very innovative manner with the communication line ‘When You Pick A Sport Pick Myntra’.

Gunjan Soni, CMO & Head of International Brands at Myntra, said, “OOH serves as an important medium for us to reach our target audience, especially when we focus on a particular category. We have leveraged it in the past to good effect and our association with Milestone Brandcom for the sports campaign has been very fruitful. The larger-than-life cut- outs of athletes on the billboard particularly stood out in the cluttered OOH space. This has not only maximised our visibility in major cities but also reached our target audience in an innovative manner.”

Nabendu Bhattacharyya, CEO & Managing Director, Milestone Brandcom, commented, “Myntra is always an innovative brand when it comes to communication. Through their new communication campaign it was essential for us to entice the young, fun loving consumers at places frequented by them. Through a smart OOH campaign design we were able to bring the campaign alive and connect with the sports enthusiasts. The larger-than-life billboards created quick awareness and we are truly delighted to be part of this campaign”.