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Myntra kicks in the festive season with the launch of its first region-centred brand campaign for Durga Puja

Press Release

Myntra

Kolkata, September 20, 2018

Myntra today announces the launch of a 360 degree marketing campaign to attract shoppers in West Bengal, ahead of the most awaited festival in the region, Durga Puja. One of the highlights of the campaign is a 35 second television commercial in Bengali, with renowned theatre and film actor Sabyasachi Chakraborty and his family coming together for the first time to play the lead role in the film.

The overall marketing campaign propagates the concept of gifting oneself and the near and dear ones for the various ceremonies during the festival and the joy associated with it, underpinning Myntra as the ultimate Puja fashion destination with something for everyone. It vividly highlights the excitement, energy and enthusiasm among people to try out new clothes, wanting to stand-out in the crowd with their unique styles, making a bold statement in the process. There are 2 follow up short films showcasing the relationship insights in the context of festivities. These short films are also designed to highlight the festive selection.

About the TVC:

The commercial has been produced in a typical family setting with Sabyasachi Chakraborty, Mithu Chakraborty, Gourab Chakraborty, Arjun Chakraborty and Ridhima Ghosh playing their respective real-life roles.

Viewers witness an executive delivering packets at a house, much to the astonishment of its residents, who in a lighter vein, mutter about Santa Claus arriving at their doorstep for Durga Puja. The film then intensely captures the sentiment of the family members through their expressions as they unravel their gifts. Ridhima in the meantime is witnessing the emotions of her family, for it is she who ordered the gifts to surprise them. Her voice over also narrates the storyline of the ad and poses a question, “Who delivers all these moments of joy, the one who delivers or the one who placed the order?” By now it is evident that the gifts were ordered on Myntra, which was the ultimate source of their joy.

Credits

Creative Directors: Souvik Misra, Soubhik Payra

Copywriter: Akash Chakraborty

Account Director: Anirban Sarkar

Film Director: Indranil Roychoudhury

Produced by: Greyscale Entertainment

Music Director: Prabuddha Banerjee

Commenting on the new brand campaign, Gunjan Soni, Head, Jabong & CMO, Myntra, said, “Durga Puja is by far, the best time to strengthen our position in Kolkata and West Bengal. We have witnessed high intent for fashion in this region and also have before us an enormous opportunity and potential to increase our base. On the back of a strong contextual regional communication strategy, we are showcasing our depth of selection and are using a comprehensive 360 degree media approach to grab attention.”

Souvik Misra, Partner, SOS Ideas, said: “We made Durga Pujo the central theme of Myntra’s first ever Pujo campaign. Also, for the first time in Bengal and perhaps in India too, we have had all the members of a single celebrity family in a TV ad. It very well touches sentiments with its theme, dialogues and music and is endearing to the Bengali diaspora. We worked hard on the project that we won, with leading agencies of repute, participating in the pitch and are extremely delighted at winning Myntra’s trust on the same.”

The TVC will be aired on top regional TV channels such as, Zee Bangla, Star Jalsa, Sangeet Bangla, Jalsa Movies, Sony Art, ABP Ananda, Zee Chabbis Ghanta, among others. The campaign is also spread across Print, Radio, Digital and Social Media, OOH, across cities and towns in the state, including Howrah, Durgapur, Asansol, Siliguri and Hoogly, apart from Kolkata. Myntra also has a dedicated store on its platform for the festival that highlights brands, designs and styles that shoppers can look forward to.

For further information, please contact:

Richa

Email - richa@torquemail.com

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