Myntra’s latest ad campaign announces the arrival of its flagship sale - ‘End of Reason Sale’
Bengaluru, December 28, 2016: Myntra today launched a new campaign to promote the biggest and the most awaited fashion sale of the country, Myntra’s ‘End of Reason Sale’ (EORS). The 360 degree campaign, spread across all media, announces the 5th edition of EORS to be held between 3rd and 5thJanuary.
At the centre of the campaign is an Ad filmthat brings forward the essence of EORS that offers shoppers the perfectoccasion to plan and stock up their wardrobes at the very beginning of theyear. This is expressed by the tagline, “Jo chaho milega jab Myntra ka salekhulega”, which loosely translates to “You can get whatever you want on theMyntra sale”. The 35 second commercial calls upon shoppers to preparethemselves for the ultimate fashion sale. It takes viewers through a series ofsettings and occasions that demonstrates the fashion and unique style of peoplefrom different sections and regions and their style specific wish list for themega sale, enticing the viewer further and building excitement.
Adding charm to the film, the videoshowcases P V Sindhu browsing through the Myntra app on her phone andsimultaneously tackling two opponents over badminton. Hrithik Roshan finishesit in style with a run, clad in HRX sports gear as he shouts out the dates of thesale and races ahead.
Apart from presence across all top TVChannels, the marketing campaign is spread across Print, Radio, Digital andSocial Media, OOH, DTH across 10+ Leading cities. On the digital front, Myntrahas introduced gamification for the first time to promote the sale and engageclosely with customers. Shoppers can now play a game on the app, accumulatepoints and stand a chance to get early access to the sale. It is also one ofthe largest celebrity activated campaigns with a large number of themparticipating through pre-recorded posts, and other digital and socialinnovations. There will also be a regional push on digital with India’s leadingoff spinner R. Ashwin. In addition tothis, the campaign is also riding on big cinema releases with onscreen brandingand certain clutter breaking offline activations such as setting up a Wish ListBallot at movie theatres and giving people the opportunity to have their wishesgranted during the sale.
Speaking about the campaign, Myntra’s CMO& Head, International Brands Business, Gunjan Soni, said, “The size andreach of our marketing campaign for the upcoming ‘End of Reason Sale’ isunprecedented. We have come up with an array of innovative activities to engagewith our customers. We are doing a take on the Mannequin Challenge to revealprices of products, gamification to drive traffic and a focused regional pushon digital. EORS has emerged as the most sought after fashion sale event in thecountry and through this campaign we are reaching out to all our existing andnew customers, urging them to prepare and make the most of the three day sale.”
The TVC has been conceptualized by HappyCreative and directed by RazneeshGhai.
KartikIyer, CEO, Happy Creative Servicessaid,“ Working with Myntra on their EORS campaign has always been exciting withthe sale growing in leaps and bounds every season. The mission has been tobuild enough excitement around the largest and most awaited fashion sale eventin the country and it has been a great experience as always, withconceptualizing the film. We are confident that the film will rouse enthusiasmfor the sale among all sections of consumers.”
About 1800 top Indian and Internationalbrands will be participating in the 5th edition of EORS, reaching over 10million customers across towns and cities. The new winter collection from someof the brands will also be up for grabs, during the sale.
Shoppers on Myntra can enjoy shoppingduring sale on the mobile app, mobile web and desktop site.