Online fashion brand Myntra has named cricketer Virat Kohli and his actress wife Anushka Sharma as their first official brand ambassadors. The brand has also launched promotional videos with one of India’s leading celebrity couple.
The fashion brand has announced the launch of ‘Go Myntra-la-la’, a brand campaign that brings alive the joyful experience of shopping for fashion on the brand’s platform.
The campaign thought was inspired by Myntra’s vision to offer an online shopping experience for fashion that is as enriching and offers an unmatched user experience with hi-tech features that go beyond the act of adding items to a cart by delivering the joy of discovery, inspiration, experimentation and social experience.
The campaign kicks off with an ad film starring Myntra’s first official brand ambassadors, cricketer Kohli, and actor Anushka. The company has said in a statement that the couple represents the young, confident and successful India of today hence a great choice as ambassadors for a new age brand like Myntra.
There are two videos as part of this launch. One is the short YouTube video which features Virat browsing through Myntra’s sneakers collection to choose from before he settles on his perfect pair and Anushka is seen busy trying various options of dresses delivered to her doorstep to choose the one that fits her the best.
Another one is a musical film which is a more elaborated version of this video that has more details and information about other product categories available on Myntra and adds elements like various features and propositions of the app like Visual Search, Try & Buy and Myntra Insider- the brand’s loyalty program.
Talking about the campaign, Amar Nagaram, Head, Myntra-Jabong, said, “Myntra has transformed the overall dynamics of the online fashion industry by offering shoppers unmatched experiences. Technology is enabling us to understand consumers and their fashion needs, resulting in the development and implementation of several innovative features and conveniences on our platform, which has been highlighted vividly in this new campaign.”
He further added, “The association of Bollywood and Sports with fashion needs no introduction and hence having Virat and Anushka as the face of this new campaign will enable us to build strong brand salience and establish the joy and convenience of shopping on Myntra.”
The TVC is set to be aired across all leading national and regional channels, including entertainment and sports. The campaign will also be promoted across social, digital, OOH and print mediums.