March 23, 2017

Myntra launches new campaign advocating Sports

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 Pick any sports, Myntra will do the rest! Campaign highlights Myntra’s extensive range of sportswear

Myntra, India’s leading destination for fashion and lifestyle has kicked off a category focused campaign showcasing its depth and range of sports apparel and footwear. The fashion major has created a one-stop destination for sports attire – a curated selection of apparel, footwear,and accessories for sports enthusiasts.

MYNTRA SPORTS COLLECTION

Myntra has introduced key features like Shop by Sport and Shoe Finder technology that enable customers to shop for exactly what they want by filtering products as per their specific requirements. The platform has also added a feature called ‘assisted shopping’ where customers can dial in and speak to a support expert who will guide and navigate the customer through the sports shopping experience.

The campaign also seeks to leverage and showcase the platform’s expensive sports brand portfolio to reach out to one of the fastest growing fashion segments in India. With over 100 sports brands including some of the iconic names in the category, Myntra offers an unparalleled range of sportswear for people looking to engage in a wide variety of sporting activities.

The commercial:

The TVC features a newbie sports enthusiast trying his hand at different sports to see which suits him best, while Myntra provides him with one-stop access to all the sportswear he needs for each sport. Narrated in a humorous and engaging tone the TVC, with 30 and 60-second edits, establishes Myntra as the de facto destination for sportswear. In an era where fitness and health are starting to gain prominence, the Myntra Sports campaign encourages customers to get on their feet and pick a sport of their choice.

Links to TVC videos:  Pick any sport, Myntra will do the rest!

The TVC was conceptualized and produced by Taproot Dentsu.

Gunjan Soni, CMO & Head – International Brands Business, Myntra

Commenting on the campaign, Gunjan Soni, CMO & Head – International Brands Business, Myntra said, that Sportswear has been growing at 45% YoY and is one of the largest categories on Myntra. The Sports Campaign aims to unequivocally establish Myntra as the foremost destination for all your sportswear needs.  A unique attribute for this category is needed for advice and keeping this in mind they have added some features to assist customers while shopping. They have also created a specialized sports store on the Myntra app to cater to the unique needs of customers and are seeking to drive awareness for these offerings through this campaign.

Ayesha Ghosh, General Manger, Taproot Dentsu

Speaking on the occasion, Ayesha Ghosh, General Manger, Taproot Dentsu, said that As an e-commerce platform, Myntra’s edge lies in the width and depth of offerings, as well as the ease with which to access them. To launch their sports offering, they felt this route works best, as it covers the A-Z of sport and makes for an interesting way to display the sheer number of sporting brands that are available on Myntra. It speaks to anyone, whether serious about the sports or not. While not the focus of the story, the service aspects of assisted shopping and shoe finder technology convey the required expertise for Myntra to take the high ground on the sports.

Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu

Speaking about the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said that they live in a world where more and more people are exploring and enjoying sports and fitness-related activities. This campaign has a simple message, delivered in a light-hearted way, to encourage this growing trend. One needn’t be a pro to be into sports, one just need a nudge to set the ball rolling. And Myntra Sport has everything anyone needs to keep going, once they decide to get going.

 

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