Ad Campaigns
Taproot springs a design Myntra
BENGALURU: Myntra, India’s leading platform for mass premium fashion will be launching a multi-media campaign by the end of this week, revealed Myntra Fashion chief marketing manager Gunjan Soni.
Soni spoke with www.indiantelevision.com during an event today when Myntra announced that it has witnessed 80 per cent year-on-year growth with an industry leading revenue run rate of US$ 1 billion. The acquisition and turnaround of Jabong and the recently concluded festive season have contributed to this growth and strengthened Myntra’s position on its path to profitability says the company.
Speaking about the soon-to-be-launched campaign, Soni said, “We are launching our campaign this Saturday about how we have become category leaders in various areas, so this particular campaign is about sports. I think a lot of people are surprised when we say fashion and sports. About 30 per cent of our business is sportswear including sports shoes. We are picking sports as a category and we are launching a specific sports destination on Myntra. To Support that, we are driving a mega 360 degree communication around it – that includes TV, outdoor, digital, radio, we are covering it all. Taproot is the creative agency and Maxus the media buying agency.”
“When brands talk about sports, they usually use mega sports stars and they always portray very high profiles. We need to be more related. Our story is that a normal person wanting to lead a fit life and the message we want to convey is that no matter which sport you want to play to stay healthy, Myntra is the destination to get the gear. We are looking at Rs 10 to 15 crore kind of spends for this campaign that will run for about a month,” further revealed Soni.
On Myntra’s and Jabong’s achievements, Myntra and Jabong CEO Ananth Narayanan said, “We are at the forefront of fashion in India today with over 18 million (1.8 crore) monthly active users. Our unique approach to leverage technology to decode fashion has helped us become the fastest growing online fashion platform. Myntra, Jabong and Flipkart together have 70 per cent market share in the country today and will continue to grow this by empowering brands and customers. We are on track to achieve scalable and sustainable growth and will be EBITA positive in FY-18.”
In this phase of growth, Myntra says that it is using technology to empower its customers and brands. For customers it is leveraging Artificial Intelligence (AI) and Machine Learning for a personalised shopping experience, better product discovery and assisted buying. The company has introduced several features to enhance customer experience resulting in Myntra being 20 points ahead on NPS than the industry. To its brand partners, Myntra provides brand performance and analytics support, customer insights to develop a loyal fan base and enable engagement. In line with this, it has launched a new portal which will provide brands with customised insights and competitive intelligence reports to manage their performance on the platform.
The company will also launch iconic global fashion labels Hugo Boss and Hackett which will be available on the platform.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
