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.
Brands
Zepto names Saurabh Kabra vice president for non-trade advertising
Former blinkit and ITC executive to drive Zepto’s ad-led growth
BENGALURU: Zepto has elevated Saurabh Kabra to vice president—non-trade advertising, partnerships and catalogue, underscoring the quick-commerce firm’s push to deepen high-margin revenue streams beyond deliveries.
Based in Bengaluru, Kabra will lead the strategic expansion of Zepto’s advertising and partnerships ecosystem. He was previously senior director and head of the non-trade advertising business, where he played a central role in building the company’s ad-led monetisation playbook.
Since joining Zepto, Kabra has worked closely with the chief executive’s office on strategic initiatives, contributing to the company’s rapid scale-up in India’s intensely competitive quick-commerce market. His elevation comes as platforms increasingly court brand advertising to steady margins and diversify revenue.
Before Zepto, Kabra held senior growth roles at Blinkit, serving as associate director of growth and city CEO for Hyderabad, where he led regional expansion and operational scaling.
Earlier in his career, he spent several years at ITC Limited, managing brands such as Classmate and Paperkraft and overseeing sales operations in the personal care business. He is an alumnus of Indian Institute of Management Calcutta.
Industry executives view the appointment as a clear signal that Zepto is sharpening its focus on advertising, partnerships and catalogue-led monetisation: areas increasingly discussed by investors as critical to improving unit economics in quick commerce.
