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Myntra has rolled out a major celebrity-activated ad push to promote the country’s biggest fashion sale of the year—End of Reason Sale.
India’s online fashion retail giant, Myntra has launched an advertising push to support the country’s biggest fashion sale of the year dubbed End of Reason Sale (EORS). Spanning all media, the 360-degree campaign promotes the sale’s fifth edition slated to run from 3-5 January 2017.
Running on the tagline, Jo chaho milega jab Myntra ka sale khulega, which translates to You can get whatever you want at the Myntra sale, the 35-second commercial starring Hrithik Roshan, invites shoppers to prepare for the fashion sale and plan for their wardrobe in the New Year.
The creative takes viewers through a series of settings and occasions that demonstrates the unique style of people from different regions, alongside their style-specific wish-list. The video also showcases P.V. Sindhu browsing through the app while tackling two opponents over badminton.
Meanwhile, actor Roshan rounds up the ad with a run, while clad in HRX sports gear as he shouts out the dates of the sale and races ahead. The campaign is spread across multiple elements including television, print, radio, digital, social media, DTH, and OOH across more than 10 leading cities.
The brand has introduced gamification for the first time. Shoppers can play a game on the app, accumulate points, and qualify for early sale access. The effort is one of the largest celebrity-activated campaigns with a large number of participating pre-recorded posts and other social innovations.
There will also be a digital regional push with featuring off-spinner, R. Ashwin. The push is also riding on cinema releases with onscreen branding and offline activations such as a Wish List Ballot at movie theatres to give people the opportunity to have their wishes granted during the sale.
“EORS has emerged as the most sought after fashion sale. Through this campaign, we are reaching out to all our existing and new customers, urging them to prepare and make the most of the three-day sale,” said Gunjan Soni, CMO and Head, International Brands Business at Myntra.
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