MAM
Report on Hindi News Viewership

Myntra leverages IPL to expand reach & diversify its brand image

The brand is currently looking at a 2X growth this year from previous year’s festive season.

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/10/13/myntra.jpg?itok=-5eK3Wro

NEW DELHI: In India, there are two things that people lose their minds over: cricket and festivals. And the IPL is a festival of cricket. Add on the fact that this year, it happens to coincide with the Dussehra-Diwali season – and it's no wonder that brands are pulling out all the stops when it comes to advertising and promotional campaigns to capitalise on miraculous opportunity.

Ahead of its Big Fashion Festival, fashion e-commerce platform Myntra has decided to hop on the IPL bandwagon to maximise its visibility and sales. The brand has also tied up with multiple brand ambassadors tailored to click with different demographics and help the brand double its sales compared to the same period last year. It is also Myntra's debut on the IPL pitch.

‘IPL will help Myntra expand into newer markets’

Myntra has partnered with not one, but three IPL teams – Royal Challengers Bangalore, Mumbai Indians, and Chennai Super Kings. The brand is RCB’s official fashion sponsor and will have its logo on the upper right chest of the team’s jersey. CSK and MI will carry the Myntra logo across the teams’ branding and communications.

According to Myntra, VP- marketing Achint Setia, “Myntra is keen to form deep connections with users across India and believes that engaging with prospective customers at all possible and relevant touchpoints is crucial to this vision. We believe that cricket in general, specifically the IPL makes for a key touchpoint and will help Myntra expand into newer markets.”

The company has a bunch of activities planned with its partner teams. It has developed strong user engagement through social media, via the RCB, CSK, MI, and Myntra handle, where customers can win unique daily prizes by participating in interactive contests centred around the cricket tournament. The fan engagement innovation ‘Virtual Wankhede’, developed in association with the Mumbai Indians, is a platform which provides MI’s army of fans to unite virtually and cheer on their favourite team. 

"The way IPL has also come up with innovations by bringing in the virtual crowd noise, virtual meet and greet with top fans, has helped the brand to drive a lot of traffic from digital and social channels,” Setia added.

To leverage the season effectively, the fashion portal has planned several exciting gamification features and content properties which will provide users with entertainment in the coming days.

One such feature that has grabbed users’ attention is the Myntra Fireball, which provides customers the opportunity to bag specific and time-bound deals by catching a moving ball of flame on the Myntra app.

‘Looking to expand in South, tier-2 and tier-3 cities’

The unique overlap of the IPL and the festive season this year was like a lifeline thrown to brands reeling under the Covid2019 crisis and Myntra is trying to make the most of it. Besides a 2X growth in sales from last year, the fashion firm is also expecting sales momentum from tier-2 and tier-3 cities to continue into the festive period. In fact, it is anticipating that over 50 per cent of its sales will come from outside metro and tier-1 cities.

Looking at the team partnerships closely, the e-commerce firm has chosen two teams from south India and one from north, highlighting its push to diversify and expand its reach. Setia also agreed, saying: “We intend to make a big expansion in the south market. RCB and CSK not only have a strong following in the metros such as Bangalore and Chennai but also drive countless conversations in the smaller cities and towns of the south market.”

Mumbai’s importance to retail businesses can hardly be understated and tying up with the city’s most prominent sports team will only further solidify Myntra’s position in a crucial market, he elaborated. Factors such as team popularity and style quotient were also given strong consideration by Myntra executives when opting for team partners this IPL season.

‘Celebrity endorsements to boost audience appeal’

Brand image and new user engagement are two agendas high on the list of Myntra’s marketing strategy for its festive season jamboree. With this goal in mind, it has roped in vlogging sensation Bhuvan Bam as its first digital brand ambassador.

Myntra and Bam will co-ideate and create content that effectively portrays the brand in an innovative and entertaining manner that goes beyond the traditional forms of communication. The e-commerce platform is counting on Bam’s engaging social media presence and high resonance with the people to gain traction with his 1.93 crore-strong loyal fan base.

Similarly, as part of the Big Fashion Festival promotion, Myntra has partnered up with Soha and Saif Ali Khan to bring the sweetness of Durga Puja to the fore.

The brand film aptly re-creates the present scenario, with countless families celebrating the festive season through video calls, thereby striking an emotional chord with the audience, while underscoring the value of the right attire to enhance any festive celebration and make moments special.

The fashion e-tailer recently announced Bollywood actor Disha Patani as its first-ever beauty ambassador to further consolidate its strong position in the massive and rapidly-growing beauty and personal care (BPC) market in India; actor Kiara Advani is the brand’s nationwide celebrity endorser.

In the same month, south cine star Samantha Akkineni signed on with Myntra as the fashion marquee’s face to win over the region’s large and widespread audience.

Myntra’s holistic approach to its marketing campaigns, with Bollywood, Tollywood, and other regional celebrities, along with top IPL teams, is expected to reach 150+ million people across the nation. According to the brand, the mega fashion event is also set to witness a massive uptick in demand, at 4X over its BAU (business as usual).

Speaking about the overall marketing plan for the festive season, Setia explained: “Our key goal is to ensure Myntra has a prominent space in the key touchpoints with potential customers ahead of its blockbuster sale events. This festive season, our marketing efforts will further drive conversations around the brand through the star-studded campaigns with celebrity brand ambassadors, who have a wide audience appeal reaching all corners of the country.”

However, the company did not share the marketing budget allocated for the festive period, and replied, in terms of spends, the investment varied for each partner as the scale and size of the associations are different.

Myntra’s Big Fashion Festival is scheduled to be held between October 16 and 22. The fashion major will offer various lakh styles from the widest collection of 5000+ brands for its customers. As part of the seven-day festive season sale, the platform is expected to cater to over 4 million unique customers.

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/11/28/mix2.jpg?itok=FvInakQd
dentsu appoints Unmesh Pawar as chief people officer for India & South Asia

Speeding up its growth journey, dentsu has strengthened its leadership team with the appointment of Unmesh Pawar as chief people officer (CPO) for India & South Asia. In his new role, Pawar will report to dentsu APAC chief people officer Luke Speers, and dentsu India interim CEO Peter Huijboom.

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/11/28/13.jpg?itok=HSfb_zKG
S. Subramanyeswar is the new Group CEO at MullenLowe Lintas

As part of its new era, MullenLowe Group has announced the appointment of S. Subramanyeswar, aka Subbu, as the group CEO, effective immediately. Amer Jaleel, who held the designation of chairman and chief creative officer, and Virat Tandon, who was group CEO at the agency, have bid adieu to the...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/11/28/prasanth.jpg?itok=N8wnccGn
Prasanth Kumar of GroupM is president of AAAI

Mumbai: GroupM Media India's South Asia CEO Prasanth Kumar has been elected as the president of the Advertising Agencies Association of India (AAAI) for the year 2022-23 at its annual general body meeting, which was held on 28 November. Havas Group India CEO Rana Barua has been unanimously elected...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/11/28/hyundai.jpg?itok=K1uUrVLi
Hyundai Motor India announces its brand campaign Beyond Mobility 2.0

Mumbai: Smart mobility solutions provider and exporter, Hyundai Motor India Ltd. (HMIL), on Monday released its new brand campaign, "Beyond Mobility 2.0." Under Hyundai’s global vision ‘progress for humanity,’ the campaign focuses on leading the future of mobility with cars that are shared,...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/11/28/dabur.jpg?itok=dR1Z-zxk
Dabur Chyawanprash launches new campaign ‘Ghar Ghar Bann Gaya Dawai Ki Dukaan’ with Akshay Kumar

Mumbai: Ayurvedic health supplement brand Dabur Chyawanprash from Dabur India Ltd. announced a new campaign, "Ghar Ghar Bann Gya Dawai Ki Dukaan" with superstar Akshay Kumar. Conceptualised by McCann, the campaign highlights how self-medication has become a trend in every household. Through this...

MAM Media and Advertising Ad Campaigns
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/11/28/siddharth_dabhade.jpg?itok=EZMBT56_
In the last decade, we’ve seen the digital advertising space evolve at a rapid pace, says MiQ’s Siddharth Dabhade

Mumbai: MiQ is a programmatic media partner for marketers and agencies. It connects data from multiple sources to do interesting, business-problem-solving things for 1,100+ clients. It says that it is an expert in data science, analytics, and programmatic trading, and it is always ready to solve...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/11/26/10.jpg?itok=bNnO7zWU
Crosshairs Communication wins PR and LinkedIn mandate for Entero Healthcare  

Mumbai: Delhi-based public relations (PR) and social media agency Crosshair Communications has bagged the PR mandate for Entero Healthcare and will be responsible for increasing brand awareness and media visibility for Entero Healthcare on digital platforms.  The agency will also be in charge of...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/11/26/9.jpg?itok=txrAWmmw
Natural Diamond Council and Vogue India join hands to bring ‘Forces of Fashion’ to India 

Mumbai: Natural Diamond Council joined hands with Vogue India to bring the "Forces of Fashion" event to India for the very first time. "Forces of Fashion" saw Vogue editor-in-chief Dame Anna Wintour and Vogue global editorial director, Condé Nast chief content officer, and Vogue India’s head of...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/11/26/5.jpg?itok=9fPhTRSW
Tanishq partners with Talented for the launch of 'Wedding Conversations 2.0'

Mumbai: On Friday, Tanishq launched the second edition of its ongoing campaign, "Marriage Conversations." The latest edition was created by the indie agency Talented. Staying committed to its message, Tanishq’s "Marriage Conversations 2.0" urged couples to go beyond conversations about just the...

MAM Marketing MAM