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
Raghu Rai passes away at 83, leaves behind iconic legacy
Padma Shri-winning photographer documented history across 5 decades.
MUMBAI: The lens may have stilled, but the stories it captured will never fade. Raghu Rai, one of India’s most celebrated photojournalists, passed away on April 26, 2026, at the age of 83. He breathed his last at a private hospital in New Delhi after battling cancer and age-related health issues.
His son, Nitin Rai, revealed that Rai had been diagnosed with prostate cancer two years ago, which later spread to the stomach and, more recently, the brain. Despite multiple rounds of treatment, his health had declined in recent months.
Born in 1942 in Jhang, Punjab (now in Pakistan), Rai entered photography in his early twenties, inspired by his elder brother, photographer S. Paul. Beginning his career in the mid-1960s, he went on to build a body of work that spanned more than five decades, contributing to global publications such as Time, Life, GEO, Le Figaro, The New York Times, Vogue, GQ and Marie Claire.
His global recognition took a decisive leap in 1977 when legendary French photographer Henri Cartier-Bresson nominated him to join Magnum Photos, placing him among the world’s most respected visual storytellers.
Rai’s lens chronicled both power and poignancy. He photographed towering figures such as Indira Gandhi, Dalai Lama, Bal Thackeray, Satyajit Ray and Mother Teresa, while also documenting defining moments like the Bhopal gas tragedy later captured in his book Exposure: A Corporate Crime.
Over the years, he published more than 18 books, building an archive that blended journalism with artistry. His contributions were recognised early when he was awarded the Padma Shri in 1972 for his coverage of the Bangladesh War and refugee crisis. In 1992, he was named “Photographer of the Year” in the United States for his work in National Geographic, and in 2009, he was honoured with the Officier des Arts et des Lettres by the French government.
Rai is survived by his wife Gurmeet, son Nitin, and daughters Lagan, Avani and Purvai. His last rites will be held at Lodhi Cremation Ground in New Delhi at 4 pm on Sunday.
With his passing, Indian photojournalism loses not just a pioneer, but a patient observer of history, one frame at a time.
