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Home » Campaigns » Myntra invites fashionistas via outdoor

Myntra invites fashionistas via outdoor

By Satarupa Chakraborty - July 04, 2016

Fashion creatives on large outdoor formats invite fashionistas to login and shop.

Online fashion store Myntra.com has launched a new brand campaign adopting the theme' TRY MYNTRA . YOU WILL LOVE IT'. It involves a TVC, besides print, outdoor and digital legs. The outdoor duties were assigned to Laqshya Solutions, the agency arm of Laqshya Media Group.

The brief to the agency was to reach out to men and women, but a little skew towards the latter so that they tap the heavy e-commerce shopper universe. A lot of insights were put in place to create the best impact on the potential customers. We studied the past trends of shoppers and their delivery addresses to arrive at branding specifically targeting them.

The strategy also included reaching out to the B2B pockets like IT Zones (High TG locations) and corporate business districts to tap the busy office goers who prefer shopping at the tip of their fingers. The campaign also included media units to reach out to the TG at Shopping streets, malls, hangouts and SEC specific residential areas.

Crucial arterial routes were identified along with mapping the media units to get the best picture representing a larger and impactful reach. "We handpicked around 60 panoramic sites that would boost the impression of the campaign in Mumbai & Bangalore, making them the most visible campaign on Outdoors,” informed a source from Laqshya.

The medium was adorned with colourful creative that grabbed the attention of passersby. "Though the communication is part of the TVC and other medium that is already doing rounds, the simplicity of the message has worked best on outdoor is what we feel,” informed the source from Laqshya.

An in-house dipstick carried by the third party research company proved that the campaign was the most noticed on Outdoor by the surveyed respondents.

Speaking about the campaign's success, Naresh Bhandari, Senior VP-Laqshya Solutions said, the campaign has created a buzz across the e-commerce industry. It's always a pleasure to be associated with clients like Myntra.com where, the team works with a great zeal, immensely involved and passionate about their work. It rubs off to the servicing professionals who are excited to raise the bar with associations like these. Having said this, we are very happy to have presented them the best of visibility. The buzz and impact are getting bigger every day.”

Commenting on the campaign, Gunjan Soni, Myntra's CMO & Head of International Brands said, "Myntra's new concept revolves around "TRY MYNTRA.YOU WILL LOVE IT”. The campaign was launched on multiple mediums but was supported profoundly using outdoors. OOH has been used to drive shoppers to the website. Outdoor is the only medium that can give you constant exposure and was apt with our objective to reinforce the brand's imagery and message. We are very satisfied with the way Laqshya Soutions executed and planned the campaign. OTS and the imagery delivered by this campaign has been fulfilling.”

Tags : myntra laqshya
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