The online shopping platform Myntra has rolled out a marketing campaign starring cricketer Virat Kohli and actress Anushka Sharma. The new campaign is for the platform’s festive carnival, Big Fashion Festival (BFF).
“Their presence will help Myntra connect with the couple’s incredible fan base, while also allowing the company to reach over 250 million fashion lovers of the country, combining the existing and new customers, apprising them of Myntra’s wide range of stupendous festive offerings,” the company said.
The initiative, which has the tagline ‘Myntra Big Fashion Festival – India’s Biggest Fashion Dhamaka, Don’t Waste Time’, encourages customers to look no further than Myntra for all of their holiday fashion needs. It will be promoted on TV, digital, and social media.
The ad films’ storyboards are humorous to keep the viewer’s attention on the matter. The narrative amuses the viewer by ignoring the celebrities and their esteem in order to focus on Myntra’s Big Fashion Festival, which appears to be more deserving of their attention and value than the celebrities themselves, leaving them mortified and amused! The plot keeps the audience on edge before showing the true star of the story to be Myntra’s Big Fashion Festival.
The public figures in the discussion here are Virat and Anushka who are familiar with intense attention and can be seen in one of the ad films displaying themselves at a press event. They discover no enthusiasm from the media in clicking their picture as they are too preoccupied with the Big Fashion Festival on their mobiles. This shows the beginning of the massive shopping carnival being greater than interacting with famous people.
The campaign’s essence is to poke fun at celebrity culture and highlight the magnitude of the event, which even the major celebrities didn’t expect but got involved in. It is a massive event that dwarfs everything else, such as the celebrities themselves!
Virat Kohli said, “Festivities in India are about enjoying the joys of life including spending time with friends and family and celebrating the diverse cultures of our country. Looking and feeling good is quintessential of any festival, and fashion plays an important role in achieving this. I am excited to be part of Myntra’s new campaign which is about getting festive ready, shopping trendy fashion and taking the celebrations a notch higher.”
Anushka Sharma said, “The festive season always brings with it good vibes and fashion adds a lot to that vibe. I am glad to be a part of Myntra’s marketing campaign, with fashion at the heart of it and aimed towards making festive moments even more special for people across the nation.”
Nandita Sinha, CEO, Myntra, said, “The festive season is the most-awaited time of the year. Fashion plays a pivotal role to such festivities, acting as a cultural glue enabling everyone to share the joyous sentiment. Our marketing campaign is a reflection of the celebratory mood of people of the country, that comes after two years of festivities hosted in close door setup, and drives home the point that when it comes to festive fashion shopping, they look nowhere but Myntra. With a wide selection of products in the offing, Big Fashion Festival is all set to make this festive season even special for our consumers.”