Blending Traditions with Technology:

Myntra’s 360° IMC Campaign

FROM #Aai wala Style TO #AI wala Style

GROUP 7
Raj Agrawal(064068) Ankita Balodi (064069) Khushhal Gupta(064082)
Khushi Jakhetiya(064084) Yash Gupta(064107) Riya Srivastava(064048)
 ABOUT THE COMPANY

Myntra is India’s leading online fashion and lifestyle platform, founded in

2007.
Became part of the Flipkart Group in 2014, expanding its e-commerce
presence.
Offers over 3,000 top brands across a wide variety of fashion and
lifestyle categories.
Focuses on providing a personalized shopping experience with the help
of advanced technology.
Myntra’s vision is to make fashion fun, easy, and accessible for everyone
through innovation.
01 Big Campaigns
Myntra has become known for its big
campaigns like the "End of Reason Sale" and
creative advertising techniques.

02 Advertising Techniques
Myntra uses celebrity endorsements, influencer
Myntra's
marketing, and festive campaigns to connect
with audiences.
Advertising
Strategies
03 Famous Taglines
Myntra's taglines include "Go Myntra-la-la" and
"Be Extraordinary Every Day," showcasing its
vibrant fashion choices and empowering
customers.

04
Reach & Impact
Myntra's ads are seen across TV, social media,
and YouTube, focusing on creating memorable,
emotional connections with customers.
Timeline of Myntra’s Key Campaigns
Myntra has run several notable marketing campaigns over the years, evolving its strategies to engage with its customers, increase brand
visibility, and cater to the growing fashion and lifestyle market in India:

2014 2015 2016 2017 2018

#Myntra End of App-Only Strategy Myntra Fashion #MyntraForHer #FashionMeinTwist
Reason Sale (EORS) Weekend #Go Myntra-la-la #MyntraStyleSquad
#YourStyleYourSway

2019 2020 2021 2022 2023

India’s Biggest House of Brands #MyntraBeautyEdit #Myntra Fashion #BeExtraordinary
Fashion Sale #MyntraBigFashionFestival Superstar Everyday
#RightToFashion #TurnUpTheHeat
 FAMOUS CAMPAIGNS

Big Fashion Gig: FWD BeUnskippable "Be Extraordinary

"Myntra Fashion
Every Day"
Festival" :
An exclusive sale for Targets fashion-forward Promoted Myntra’s fashion Celebrities encouraged Showcases fashion
Myntra Insiders offering and tech-savvy youth with products with quirky, viewers to embrace their shows, discounts, and
early access, special trendy and affordable attentio-grabbing ads inner superstar and dress experiences during
benefits, and deals, fashion options. across digital platforms, with confidence. Myntra's annual fashion
supported by celebrity emphasizing irresistible festival.
partnerships and fashion choices.
influencer content to
boost customer loyalty.
Myntra’s Marketing Campaigns: Key Impacts, Results, and Metrics

Campaign Description Impact & Metrics

- 1.77 lakh items sold in the first 10 minutes of EORS 2023
Seasonal mega-sale event featuring 50 - 2.2 lakh new customers acquired
new brands, extensive marketing, and
End of Reason Sale (EORS) influencer collaborations
- 7 lakh new customers targeted overall
- Traffic expected to increase by 50% compared to previous editions
- 300 million consumers reached with 10x increase in creative outputs​

- Strong presence in multiple regional languages (Hindi, Tamil, Telugu,

Launched to position Myntra as a
BeUnskippable Campaign fashion statement for consumers
Kannada)
- Focused on creating memorable, impactful, and unmissable content

Empowering local stores for deliveries - 70% of deliveries handled by 15,000 local kirana stores
Kirana Delivery Network through MENSA (Myntra Extended - 35 brand partnerships for direct-to-store deliveries, enhancing
efficiency​
Network for Service Augmentation)

Introduction of interactive games like - 6.5 lakh users participated in games before the sale went live,
Gamification in EORS Brand Hunter, Logo Mania increasing customer engagement​

- Expanded brand reach across TV, digital platforms, and influencer

Campaign promoting a guilt-free networks
shopping experience with celebrity
Ab Har Koi Reason Chalega endorsements
- Garnered significant engagement via 15-second videos featuring stars
like Hrithik Roshan, Kiara Advani
 NEW CAMPAIGN OVERVIEW

Campaign Name:
Marketing Channel 2
Concept: Storyline Visuals & Messaging
Marketing Channel 3
#AAIwalaStyle to Fashion meets tech A personalized guide
Stylish and relatable
#AIwalaStyle for this Diwali
The campaign highlights The campaign uses festive,
We’re blending the comfort This Diwali Our AI will
how Myntra’s AI can help traditional visuals
of fashion advice with the provides personalized outfit
you pick the perfect recommendations, offering alongside sleek, modern
convenience of modern AI
outfits, combining the the same level of care and designs to connect with
technology.
warmth of fashion choices consideration as a loved one users looking for both
with cutting-edge might, but with a modern comfort and innovation.
technology. twist.
POSTER
 RADIO SCRIPT

SFX: Festive dhol, bells, and shehnai softly playing in the background, setting the diwali vibe.

Voice 1 (Excited, Female - Young Adult):

"Diwali aa rahi hai, aur main soch rahi hoon iss baar kuch unique pehnu, but kya? Is bar to AAI bhi nahi hai Jo kuch accha
bata de!

Voice 2 (Playful, Male - Friend):

"Arey bas simple! Itna tension Mt le , teri Aai nahi to to kya hua Try kar #AIwalaStyle! Myntra ka AI feature tujhe festive
season ke liye perfect look suggest karega."

Voice 1 (Curious):
"Really? AI se fashion advice? Kaise?"

Voice 2 (Confident):
"Haan! Bas Myntra app kholo, aur AI teri style preferences ke hisaab se best outfit dhoondh ke dega. Festive, trendy, aur
bilkul teri taste ka!"

Voice 1 (Excited):
"Wow! Toh iss Diwali mere look ko bhi ekdum Laxmi ji ka special blessing mil jayega!"

Voiceover (Energetic and Festive):

"Is diwali, pao AAI ka style with #AIwalaStyle with some naya twist! Tradition aur trend ka perfect blend sirf Myntra par.
Shop karo abhi, Myntra app par! Aur pao extra discount on this Diwali "

SFX: Festive music builds up with dhol and shehnai, fading out.

End Tagline (Cheerful):

Myntra #AAI wala style to #AIwalaStyle – Style jo ho perfect, bilkul Aai ki tarah!"
 MARKET

Target Audience: Geographic Focus:

Primary: College students Urban and semi-urban regions in
and young adults (18-25 India, particularly areas with high
years), who are tech-savvy, concentrations of students and
fashion-forward, and living young professionals, such as
away from home. college towns and metro cities.
Secondary: Young
professionals (25-35 years)
who value personalized, AI-
driven shopping experiences.
 MISSION

Goal: Highlight Myntra’s AI feature

Show how our AI makes finding the perfect outfit easy
and personal.

Objective 1: Connect Objective 2: Build brand Objective 3: Boost festive

emotionally loyalty sales

Make users feel that Myntra understands Drive more shopping and increase our
Show how our AI makes finding the
their style needs, similar to how a market share by promoting this
perfect outfit easy and personal.
thoughtful guide would. feature during the Diwali season.
MESSAGE

"From #AAIwalaStyle to
#AIwalaStyle – Myntra
transitions your mom's
(AAI’s) fashion choices to AI-
driven recommendations,
ensuring the perfect Diwali
look."
BUDGET
 MEDIA

Instagram Facebook Radio:

We’ll post our video ad on Reels and Stories to Content: We’ll broadcast the radio version of the
maximize engagement. We’ll post the video ad with engaging ad on popular FM stations during peak
We’ll collaborate with influencers to recreate or captions and interactive elements like polls times, reinforcing the message of
react to our ad, highlighting our AI feature. about favorite festive outfits. blending tradition with AI.
We’ll encourage our users to share their AI- We’ll create nostalgia-driven posts that tie
assisted looks using the hashtags #AIwalaStyle in with the emotional aspect of our ad.
and #DiwaliVibes.
Ads: We’ll use the video ad in carousel ads,
Ads: We’ll promote our video ad as sponsored
featuring different festive outfits
content, targeting young adults who are
interested in fashion.
suggested by our AI.

1 2 3 4 5 6 7

YouTube Twitter LinkedIn TV

We’ll run our 30-45 second video ad as
Content: Content:
pre-roll on fashion and festive-related Ad Placement:
We’ll share snippets of our video ad with the We’ll share the video ad in articles
content. We’ll air the 30-second video ad on
relevant hashtags #AIwalaStyle.
We’ll target users who are interested in discussing how AI is transforming youth and family channels, especially
We’ll run polls asking users how they decide
online shopping and festive preparations. retail, focusing on how our technology during Diwali specials and festive
on their Diwali outfits: tradition vs. AI
Content: enhances traditional experiences. programming.
suggestions.
We’ll share behind-the-scenes or Ads: We’ll promote tweets featuring the Ads: We’ll use sponsored content to We’ll increase the frequency of ads
extended versions of the ad to showcase video ad to drive traffic to our Myntra app. promote the video ad, targeting leading up to Diwali to ensure high
how our AI feature works. professionals in retail and tech. visibility.
Thankyou!