e-commerce
Myntra launches V2.0 of app; announces ‘House of brands’ campaign
BENGALURU: Myntra unveiled version 2.0 of its shopping app yesterday in Bengaluru on the side lines of its 4thAnnual Brand Summit. The new version of the app is meant to transform the way customers shop for fashion online, by making it more personalized and social. Myntra says that it is meant to connect fashion lovers with their favourite brands, celebrities and people of similar taste and engage them with the latest in fashion content, new trends and collections.
The company announced a new campaign that includes three TVCs’ to promote itself as a House of brands with the tagline ‘The Best of Fashion for the Best of You’. The campaign created by Bengaluru based Happy Creative Services will run for an entire year said Myntra CEO Ananth Narayanan. The three TVCs’ have been directed by Razneesh Ghai and produced by Asylum Films. For now, the three TVC’s will be aired across digital platforms including television, multiplexes for a month. Media buying for the ‘House of brands’ campaign is through Group M. Narayanan also revealed that a campaign to promote the version 2.0 of the Myntra app was in the offing.
According to Myntra, it’s 4th Annual Brand Summit saw 450 leading Indian fashion and lifestyle brands come together to witness Myntra unveil its vision for fashion commerce in India. Myntra held the Brand Summit at Bangalore on the theme of ‘Leveraging Technology to Build the Future Platform for Fashion’. Brand partners and suppliers came together under one roof for a day to discuss innovation, trends and brand building in fashion and the role of technology in driving the same.
Unveiling the Myntra V2 platform, Myntra CTO Shamik Sharma said, “We are setting out on a path to the future – where people’s online and offline experience fuse together seamlessly. People want to be able to shop and hang out together, be inspired by others, and get their opinion. We want to enable this to happen online. The new app brings together the best of offline and online experiences on the mobile by allowing our customers to engage with others and with influencers. It is a personalized social shopping experience; a one of its kind in the industry.”
The Myntra App Version 2.0 is currently available on the Android platform and will launch some of these features on the iOS platform shortly.
According to Sharma, Myntra V2.0 has several innovative new features – ‘The Style Forum’ brings shoppers closer to the real world experience of asking for the opinion of their friends or help from style experts. ‘The Fashion Feed’ on the landing page provides users fresh content every time they open the app and also allows them to follow conversations of particular interests or follow friends for regular updates. Profiles allow brands and fashion influencers to create their own presence and showcase new trends and collections. The new brand ‘Partner Portal’ allows brands to understand consumer preferences and communicate with their fans.
Of special significance for brands is that the new Myntra app offers partner brands a new way to reach out to over 76 lakh active customers by sharing with them, engaging content ranging from new launches to trend stories. The new app will help brands acquire new followers, run specific campaigns and promote new product collections. Brand ambassadors get a better connect with their fans by becoming a part of the customers’ shopping experience.
Another significant step by Myntra is the Partner Portal that will help its partner brands publish various kinds of content – videos, inspiring articles etc., and target a specific user segment. The new portal will enable brands to plan their campaigns on the basis of customer demographic insights and deeper understanding of their purchase patterns.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
