Myntra's new'Try and Buy' campaign takes the OOH route

To gain confidence on the loopholes that online shopping fails to deliver, leading online fashion marketplace Myntra launched an outdoor campaign that targets the key essence of'Try and Buy'. Targeting the 25 to 35-year -old fashionistas in Bangalore, the big and bold creative of the campaign using images of celebrities like Prateik Babbar and Ira Dubey strived to make a'wow' impact at hand picked premium units. Executed by Laqshya Solutions, multiple busy and influential touchpoints like main business hub, office areas, key arterial routes and main markets were utilised to ensure prompt message pick up and lasting effect.

On brand visibility of the campaign, Naresh Bhandari, Sr VP- Laqshya Solutions, Bangalore, said, "We are happy to recreate the success of Myntra campaign. The earlier campaign titled as "Try Myntra and you'll love it” too was highly appreciated in terms of visibility and impact and with this campaign, we have certainly raised the bar. We have always loved working with the Myntra team as their involvement and passion always gets the best out of our team. We are extremely proud to have presented them the best and impactful visibility. The message is simple and clear and is effectively reaching out to their prospective customers.

Though online shopping became a hit riding on the competitive pricing factor and convenience, it is also grappling with the lacuna of not being able to provide "touch-and-feel” service to its customers. Myntra understood the void and came up with the "try and buy” concept. Commenting on the campaign, Vamsi Murthy, Associate Director - Brand Marketing, Myntra, said, "Myntra's new concept revolves around "TRY AND BUY". The Campaign that has primarily kicked off from Bangalore has been heavily relied on outdoor media to create the larger impact and we are satisfied with the way Laqshya Solutions executed and planned the campaign. OTS and the imagery delivered by this campaign has been fulfilling.”