Myntra woos customers with hassle free returns, instant refunds in its ad campaign

Myntra woos customers with hassle free returns, instant refunds in its ad campaign

Myntra has kicked off a 360 degree marketing campaign to underscore its service offerings, targeted at uninitiated shoppers across the country with a special focus on non-metro cities and small towns. Myntra’s research into the online shopping habits of people in non-metro cities indicates growth potential due to the presence of a high number of internet users in these markets who do not shop online. Myntra aims to augment its position through this campaign by emphasizing upon important propositions such as seamless returns and instant refunds to help drive adoption among new customers. Commenting on the campaign, Gunjan Soni, CMO, Myntra & Head- Jabong, said, “Non-metro cities are very important markets for Myntra as we see our next phase of growth coming from there. Our research shows that over 30 million SEC A internet users in non-metros do not shop online and as a market leader we have launched this campaign to drive adoption among them. We see about 25% of our daily acquisitions coming from this cohort and with this campaign we are looking at acquiring half a million new customers from this target group over the next three weeks.” As part of the campaign, Myntra has released two TVC’s that will highlight some of its key service features, such as easy returns and instant refunds with an aim to acquire new customers. The ad films exemplify the hesitancy among shoppers from smaller towns to avail certain services or features related to online shopping, owing to their environment and showcase their unpretentious acceptance of such overtures. Neeraj Kanitkar, creative director, Taproot Dentsu, Mumbai, said. “Myntra is undisputedly one of India’s most fashionable...
How ACT Fibernet committed a brand suicide!

How ACT Fibernet committed a brand suicide!

December seems to have become a month that is jinxed to the Chennai city but no matter what the people of Chennai has always emerged out as brave survivors. The cyclone nicknamed Vardha was a big blow to the city’s infrastructure, especially to the telecom & broadcast networks. The storm destroyed most of the telecom network irrespective of the brands, while some of them were steadily prepared for such a calamity, most managed to recover in a day or two after learning a lesson; most but one arrogant brand that crossed the limits of all arrogance – ACT Fibernet. The move to disconnect all customer support lines both on call & sms was a brand suicidal. To make the matter worst they foolishly send out false commitments on emails & SMS assuring customers an ERT (Expected Repair Time) of 24 – 48 hours regularly. Ofcourse most of the consumers still crying foul after 11 days since the unfortunate storm. This whole episode showcases 2 major learnings – ACT Fibernet failed in a clear disaster management planning – They were so foolish & naive no to be prepared for such an eventuality which definitely accounted for their loss in the form of infrastructure damage but also costed their commercial subscribers some serious business damages with no internet connectivity. ACT Fibernet committed a Brand Suicidal by cutting off customer service lines – Yes! as the complaint flow started to grow steadily as the storm subsided they were arrogant enough to disconnect all the communication lines & let their subscribers cry foul on over the internet & social media networks.   During a crisis like this, a...
[Campaign Review] – How Sephora miss-spelled a social media campaign!

[Campaign Review] – How Sephora miss-spelled a social media campaign!

#C***downToBeauty is the latest trending. And why wouldn’t it be? After all, what comes from the famous, becomes famous; as is the case here with make-up giant, Sephora’s, much awaited first Australian store opening that was the talk of the town owing to a conspicuous typo on their Facebook page. Like HELLO…. #CountdownToBeauty missing the o in count??!! Cannot get any more conspicuous than that. Was this a publicity stunt? Well, it sure did attract a lot of attention for not so many right reasons. But, as the saying goes, ‘Any publicity is good publicity’. On the flip side, many Sephora fans took the typo with a pinch of sugar, with some even thanking the post for brightening up their day.   Trust the press to make a big deal out of a celebrity mess up. Pedestrian TV described it as, and I quote, ‘unfortunate’ and blamed it on a, and I quote again, ‘presumably very recently employed social media manager’. Mumbrella also had their say , ‘Whilst cosmetics store Sephora was looking to make a bit of a splash on social media for the opening of its new store in Sydney tomorrow, it probably wasn’t banking on a botched hashtag to get the job done’. But that apart, boyfriends and husbands, enjoy your new found freedom, but don’t forget to replenish those wallets for your ladies whom you are going to lose to a wide array of lipsticks, lotions and potion! Founded in France over three decades ago, Sephora to a lady is like Hamleys to a child. Along with Sephora’s own range, the Sydney store showcases brands...
Thirdware Services Pvt. Ltd.,

Thirdware Services Pvt. Ltd.,

Introduction Founded in 1995, Thirdware is a business technology firm that extends Enterprise Resource Planning (ERP) and Business Intelligence solutions. Objective The objective was to increase employee engagement and interaction on the firm’s Facebook page. Method Using Facebook as an enterprise application tool by posting interesting and relatable content on the page for the employees to share amongst themselves. Impact Employees at Thirdware now use the page as a medium to interact with their colleagues as well as share their experiences at work – such as wishing someone on their birthday, or celebrating the number of years they have worked with the company. Commenting and sharing daily posts being uploaded to the page has developed an informal environment on the social media space, while staying well within the formal...
Maverick Fitness

Maverick Fitness

Introduction Maverick Fitness is a prominent fitness studio with branches in Chennai, Salem, and Bangalore. 2014 marks their tenth anniversary and they wanted to do something special to spread the message through the fast growing and immensely powerful tool that is social media. Objective The aim was to come up with a strategy to glorify Maverick Fitness’s ten years of service as a fitness studio, while making it a household name as well. This meant the existing brand needed to be taken to a much higher level and attain more visibility than ever before. Method We started with a complete revamp of the brand – repositioning it to transform itself into a new avatar to coincide with the 10th anniversary celebration. Keeping with the theme (10 years of service), we structured a “10 Points” social media strategy, creating banners and similar content to attract and increase engagement on various social media platforms. Impact We achieved an astonishing 130% engagement of the target audience, resulting in 200% brand visibility for Maverick Fitness. TheSocialPeople was also able to forge a healthy relationship with Maverick Fitness. As a result, we are working with them on an upcoming project that focuses on fitness for...
Thinksoft Global Services Limited

Thinksoft Global Services Limited

Introduction Thinksoft Global Services Ltd. is an independent Business Assurance and Testing Specialist, working exclusively with the financial sector. It was established in 1993. Objective The objective was to increase brand visibility via social media to facilitate reaching into the European markets. This is mind, we formulated a dynamic strategy to achieve maximum outreach and branding possible. Methods A schedule was created and a content-driven campaign was launched. The duration of the project was 6 months. Impact Our campaign made Thinksoft Global the most trusted banking testing company in a timeframe of six months. As a result, SQS invested into them. The formal acquisition happened in...