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 shopping outposts. Some shoppers though, especially from non-Metro cities, worry about the practicalities of the service features. Will my return be accepted? Will my return have to meet any requirements? When will I get a refund? And as a result simply stay away from shopping for fashion online. This campaign addresses these questions in a thoughtful, warm yet joyful manner. Which will hopefully get them to try Myntra, because once people try Myntra, they really do love it.”
The 360 degree campaign leverages TV, digital, online and outdoor effectively to maximise reach.
Creative Agency: Taproot Dentsu, Mumbai
Director: Shirsha Guha Thakurta
Producer: Ramya Rao
Production House: Oink Films