MAM
Taproot creates ad campaign for Myntra.com
MUMBAI: Myntra.com, an e-commerce company, has launched a new brand campaign that focuses on the theme “Real life mein aisa hota hai kya”.
Conceptualised by Taproot India, the campaign was led by Taproot India chief creative officer Agnello Dias and managing partner Manan Mehta.
The campaign conveys a message that online shopping is more convenient. There are story lines like – ‘no waiting queues but the virtual service waiting for you’ and ‘product trials at the comfort of your home’.
The online shopping portal seeks to expand their customer base even further with this new campaign.
Directed by Prashant Issar, the ad film has been produced by Radhika Sawhney from Tubelight Films.
Dias said, “Myntra.com is clearly one of the country‘s most comprehensive online fashion stores. The idea was to communicate the unique benefits that Myntra.com offers by transposing those advantages on real life shopping which if possible would be quite an incredulous thing. But obviously, it‘s only possible on Myntra.com.”
There was a considerable amount of confusion on whether Myntra.com was a fashion apparel brand or a fashion apparel destination.
“We were facing this dual challenge of not only establishing Myntra.com as an online shopping portal for fashion apparels and accessories, but also helping Indian consumers navigate
through their inherent inertias of shopping online,” Mehta averred.
The campaign aims to amplify the key product offerings – Cash on Delivery, Free Home Delivery and 30 Day Return Policy in a manner that reflects ease of shopping online and helps burst category barriers.
The television commercial showcases a real life depiction of youths shopping at a mall and extrapolating the same to an online scenario (showcasing the advantages of online shopping over offline). “With the establishment of the e-commerce industry, the greatest challenge is to educate and captivate the audience on the positives the realm holds. With a film that centers on perks of online shopping, we believe the message will be driven home”, Myntra.com sales head and co-founder Ashutosh Lawania said.
Myntra.com’s product range includes merchandise from some of the world’s “most popular” brands and spans across categories from clothes to shoes to accessories.
MAM
Sunrise Spices hosts four day Bihu cultural showcase in Assam
56 groups perform across five tribal dance forms at April 14 to 17 event.
MUMBAI: Spice met spirit and the rhythm did the talking. Sunrise Spices brought more than flavour to the table this Rongali Bihu, wrapping culture, community and choreography into a four-day celebration that turned Assam’s festive mood into a living stage. Titled ‘Kristir Milan Setu – Bridge of Cultural Unity’, the event ran from April 14 to April 17, transforming the Bihu week into a showcase of the state’s diverse tribal heritage. Rather than a static celebration, the initiative leaned into performance spotlighting traditional dance forms and turning them into a participative, competitive experience.
Across the four days, 56 group performers from different communities took centre stage, representing five distinct dance traditions Assamese, Bodo, Karbi, Rabha and Mising. Each day unfolded like a cultural chapter, highlighting a different facet of Assam’s identity through rhythm, movement and storytelling.
The event culminated in a felicitation ceremony attended by Ravi Sarma, where winners were recognised across categories based on authenticity, coordination, expression and stage presence, an attempt to balance celebration with craft.
The finale dialled up the energy further with a Barabarani performance by the Tezpuriya Thespian Dance Group, closing the event on a high note that blended spectacle with tradition.
For Sunrise Spices, the play goes beyond cultural patronage. The brand, part of ITC Limited, has long positioned itself around regional authenticity whether through recipes or roots. With this initiative, it extends that narrative from the kitchen to the cultural arena, aligning food heritage with living traditions.
In a landscape where brand activations often chase visibility, this one leaned into identity using dance not just as performance, but as a reminder that culture, much like spice, is best experienced when it’s shared.
