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<ul><li>With the launch of Celebrity Masterclass, Myntra is trying to strengthen its loyalty program, while also using content to connect with consumers.</li><li>Since its launch in 2018, <keyword id="6906220" type="UNKNOWN" weightage="20" keywordseo="Myntra-Insider">Myntra Insider</keyword> has amassed close to 6.8 million members.</li><li>Harish Narayanan, Head of Marketing, Myntra, speaks to us about the role that content will play in the future and how it is using its loyalty program to ensure that consumers stay longer, resulting in more conversions.</li></ul>It was in 2018 that fashion e-commerce platform Myntra launched its loyalty program, Myntra Insider, to come up with an effective way of engaging with its users. Since then, the program has amassed close to 6.8 million members who contribute over 40% to its overall sales. Moreover, Myntra Insider has been able to increase its consumer’s stickiness to the platform. Myntra shared that since the launch of the program, Insiders, as the members are called, have visited the platform 1.3X times more than other customers and spent 1.25X more on each order. Owing to the success of the program, and to give something extra to its users, Myntra announced its initiative, Celebrity Masterclasses, based on the insight that consumers are on the lookout for fashion tips while shopping. As a part of the initiative, Myntra has partnered with 10 Bollywood stylists to offer 20 minute sessions for members of its loyalty program. The platform has also been stressing on using content as a tool to engage with its consumers. The launch of the Masterclass is a step in that direction. We caught up with Harish Narayanan, Head of Marketing, Myntra, to understand what role will content play in the future and how it is using its loyalty program to ensure that consumers stay longer and spend more on the platform. Edited excerpts: Q) Tell us a bit about your loyalty program, what are its primary features and how a customer stands to gain from it? What kind of reception has it seen so far? We launched ‘Myntra Insider’ in 2018, and it allows its members an early access to all Myntra sale events, exclusive access to limited edition launches and collections. Vouchers, coupons and a host of partner offers are some of the other standard benefits. Since fashion is more about discovery and expression, we want to engage deeply with our customers and help them with their fashion discovery journey. We have enrolled 6.8 million members in just 1.5 years who contribute over 40% to the overall sales on the platform. In a research that we conducted recently, consumers have come out strongly in favour of needing deep fashion advice from the program. To address this, we have launched Celebrity Masterclasses, creating an opportunity for our customers to get fashion tips from leading celebrity stylists. Since the launch of the loyalty program, we have seen that Insiders visit Myntra 1.3X times more than other customers and spend 1.25X more on each order, making them true Myntra loyalists. Q) What role do loyalty programs like Myntra Insider play in improving customer experience? Customer experience in today’s competitive world is all about offering a differentiated and delightful experience that is uniquely married to our brand’s strengths. And Insider does exactly that, by offering several unique experiences for members, thus effectively creating the ground for an enhanced customer-brand relationship. Customer experience can be improved in many ways, at every touch-point, by improving the quality of service or by offering value-added services. Insider does include the conventional offerings that are standard across programs, such as discounts, vouchers and coupons against redeemable points. But going beyond that, we are offering special access benefits like early access to sale events and exclusive access to new launches. Q) How does the brand stand to gain from the program? It gives our users new reasons to visit the platform and spend more time with us. The idea is for people to visit us not only when they want to shop, but also when they are browsing for new styles or seeking fashion information. We want customers to be more involved and educated in their fashion choices and feel more happy and confident about their looks. Then they will reward us with higher conversion and revenues. Q) What can we expect from the newly launched Masterclass? Myntra Insider Masterclass will give our customers an opportunity to get fashion tips from leading celebrity stylists. Our members will have the opportunity to learn the latest trends and styles, first hand, from the very stylists who style leading celebrities like Shah Rukh Khan, Virat Kohli, Alia Bhatt, Deepika Padukone and Kareena Kapoor among others. For the first phase of Masterclasses, we have partnered with 10 Bollywood stylists including Tanya Ghavri, Nandita Mahtani, Esha Amin, Shaleena Nathani, Ami Patel, Sanjay Kumar, Mohit Rai, Nikita Jaisinghani, Aastha Sharma and Amandeep Kaur, to offer 20-minute sessions which can be redeemed against points collected by Insiders through their purchases or engagement on Myntra. The digital Masterclasses will be offered through a web cast on the Myntra app, allowing viewers to interact with the stylists’ team for advice on fashion, in real-time and will have built-in shoppable features enabling customers to save the looks from the videos to their wish list directly while viewing the content. Q) Despite being an e-commerce platform, what is making you bet big on video content? As fashion is an engagement-oriented segment, we are investing heavily in a video content led approach to engage with customers and increase the time spent by them on the platform. The video content on Myntra will provide users first-hand access to pro tips by stylists, experts, brands and celebrities, offering an unparalleled experience of hearing directly from the best in the industry, while also interacting with them in real-time. In an age of decreasing attention spans, video is an easily-consumed, easy-to-share medium. It allows us to create an engaging way to impart crucial information to consumers at any time and location. Last year we launched, ‘Myntra Fashion Superstar’, which was the world’s first digital fashion reality show on the app and it was viewed by millions of users across the country.

Why Myntra is betting big on video content and its loyalty program for its next phase of growth

<ul><li>Myntra is looking at acquiring 7 lakh new customers this edition and is expecting a 50% increase in traffic on the platform than last year. </li><li>The fashion platform has added 50 new brands to its catalogue, partnered with 15,000 kirana stores to manage 70% EORS deliveries, and on-boarded 50 influencers to expand its reach. </li><li>Its communication will reach out to 300 million customers on different platforms as the number of creatives designed have been increased by 10X. </li><li>Harish Narayanan, Head – Marketing, Myntra Jabong shares how the platform ramped up its marketing game to grow the customer base, increase brand salience and engagement on the platform. </li></ul>
 <div type="Video" msid="72955907" hostid="261" title="What went behind marketing Myntra's biggest sale ever" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=72955907"></div>



 Myntra’s End of Reason Sale (EORS) started with a bang as it sold 1.77 lakh items, with over 2.2 lakh new customers signing up, in the first 10 minutes of the sale. The fashion platform is looking at acquiring 7 lakh new customers this edition and is expecting a 50% increase in traffic on its platform than last year. The current edition has also brought in gamification, with four games - Brand Hunter, Logo Mania, Crossword and Santa Delivery, that customers played to earn points before the sale went live. The games were played by 6.5 lakh users. Myntra also on-boarded 50 influencers, the highest so far, to expand its marketing reach. Harish Narayanan, Head – Marketing, Myntra Jabong further shared how the platform ramped up its marketing game to grow the user base, increase brand salience and engagement on the platform. “We have increased the number of creatives we made by 10X. We will be reaching 300 million users with our combined marketing plan this time,” says Narayanan. In a first, 50 new brands were launched on Myntra, ahead of the mega sale event, offering shoppers the widest selection till date on the platform. Myntra has also scaled up the selection of its private brands with 1.5 lakh styles across apparel, accessories and footwear. Key categories with expected high demand include winter wear, women’s ethnic and western wear, denims, street wear, sports and beauty. The 11th edition will end on December 25. Myntra has also partnered with over 35 brands to enable deliveries directly from their stores resulting in a wider selection and faster deliveries for customers during EORS. To increase the consumer's convenience, Myntra partnered with 200 tailors to offer alteration services in Bangalore, Delhi, Mumbai and Kolkata and opened 20 experience centres across the country to provide value-added services such as pick up, returns, trial rooms and alterations. The highly successful Kirana model, under MENSA (Myntra Extended Network for Service Augmentation) will cater to 70% of the overall deliveries, through 15,000 stores across the country. In addition to this, there are 9 forward deployment centres around high-demand clusters, to enhance logistical capabilities. Myntra has also expanded the number of pin codes served to 23,000, providing access to customers across all corners of the country.

How Myntra is scaling up its sales during EORS on the back of a strong marketing game

What went behind marketing Myntra's biggest sale ever

<ul><li><keyword id="319719" type="COMPANY" weightage="20" keywordseo="Myntra">Myntra</keyword> adds three more brand ambassadors to its roster. </li><li>Aims to target consumers across the nation. </li></ul>Myntra has signed up <keyword id="6354563" type="PERSON" weightage="20" keywordseo="Hrithik-Roshan">Hrithik Roshan</keyword>, Vijay Deverakonda and <keyword id="6358404" type="PERSON" weightage="20" keywordseo="dulquer-salmaan">Dulquer Salmaan</keyword> as its newest brand ambassadors, alongside the existing celebrity ambassadors, <keyword id="1788525" type="PERSON" weightage="20" keywordseo="Kiara-Advani">Kiara Advani</keyword>, and Samantha Akkineni, to emphasize its hold on the Indian fashion sphere. Myntra will soon unleash its biggest-ever lineup of star-studded brand commercials. These are aimed at targeting consumers across the nation and giving Myntra the opportunity to engage with the fans of these celebrities. Hrithik Roshan’s popularity and global appeal is sure to influence the fashion choices of his huge fan base. His ‘Greek God’ aspirational persona, the opulent style and fashion choices, his acting and dancing prowess as well as the charisma he exudes are looked up to by millenials and gen-Z, alike and will translate into strengthening Myntra’s positioning further, reaching the audience to drive conversations around the overall men’s wear category. With back-to-back blockbusters to his credit and his association with philanthropic initiatives, Vijay Deverakonda’s popularity knows no bounds. The brand’s partnership with this youth sensation, whose carefree style and unconventional dressing choices, have made him extraordinarily popular. With him on board, Myntra will be able to drive the brand’s fashion conversation amongst his constantly growing fan base. Dulquer’s cinematic stronghold, which includes an array of commercially and critically acclaimed movies, along with his mastery in being effortlessly stylish and cool, has earned him quite a following. This association will only make his huge fanbase look out for their favourite actor’s wardrobe on Myntra, even more now. Dulquer’s charming appeal clubbed with his high fashion quotient will strengthen Myntra’s position as the fashion destination of choice. Speaking on the announcement of the new brand ambassadors and the launch of the brand campaign, Harish Narayanan, CMO, Myntra, said, “We are elated to welcome all the superstars to the Myntra family. These top fashion icons, who are also acclaimed fashion connoisseurs, will be a part of Myntra's biggest star-studded campaign ever. The campaign will strongly reinforce Myntra’s position as ‘India’s Fashion Expert’ with differentiated fashion offerings and unparalleled shopping experience pivoted on technology. This campaign will cut across demographics and build a deeper relationship with our customers across the country.” Last year, Myntra partnered with Kiara Advani as Myntra’s nationwide face and Samantha Akkineni as the face of the Southern market. Kiara is a perfect mix of bold, authentic and experimental - both in the the roles she plays and the way she dresses up. These attributes resonate with Myntra’s brand values, which not only made her the ideal brand ambassador before but is also a reason for continuing with this collaboration. She will continue to play a pivotal role in strengthening Myntra’s women wear segment and building a strong foothold with her fans across the country. Samantha’s OTT debut this year was sensational, earning her an even wider and deeper fan following. Her partnership with Myntra, as the ambassador for South, has not just strengthened over time but has also been able to build a very strong connection with her fans. She has a huge social media following, giving fashion inspiration to many. Myntra has evolved over the years to being the fashion expert for millions across the country, with the largest catalogue of domestic and international brands, along with unique value added services, customized to cater to specific needs of the fashion-conscious consumers. An aspirational brand among young shoppers looking at having a personal style guide that represents their individuality while being stylish, Myntra is a one-stop destination for all their fashion and lifestyle needs.

Myntra signs up Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest brand ambassadors

<ul><li>The creative mind behind one of YouTube’s most subscribed channels, BB Ki Vines, to help Myntra establish a deeper bond with India’s digitally-savvy audience, starting this festive season.</li><li><keyword id="2517934" type="PERSON" weightage="20" keywordseo="Bhuvan-Bam">Bhuvan Bam</keyword> and Myntra will co-create content. </li></ul>Myntra announces Bhuvan Bam as its first <keyword id="10067671" type="UNKNOWN" weightage="20" keywordseo="digital-brand-ambassador">digital brand ambassador</keyword> to further engage with the brand’s fashion-forward, and tech-savvy customers, starting this festive season. As part of this strategic association, Myntra and Bhuvan will co-ideate and create content that effectively communicates the brand’s uber proposition in an innovative, highly-relatable, and entertaining manner that goes beyond the traditional forms of communication. Bhuvan’s journey to stardom perfectly exemplifies the rise of a new kind of ‘digital’ celebrity that represents the interests of contemporary consumers. The inclusion of fashion and lifestyle conversation in his relatable yet creative content will accelerate Myntra’s efforts of tapping into the fashion-centric audiences and beyond. Bhuvan burst into the limelight after he became the first Indian individual YouTube content creator to cross 10 million subscribers through his comedy channel, BB Ki Vines, in 2018. His content continues to resonate across millions of people, with BB Ki Vines garnering 19 million subscribers and 2.75 billion views. The multi-talented comedian and musician’s army of social media followers is not limited to YouTube only. The 26-year-old Filmfare award winner is a roaring sensation on Instagram as well, with over 10.5 million followers. Bhuvan is India’s first-ever digital star who has pioneered as an ambassador in online fashion space with Myntra. His engaging social media presence, high resonance with the people will help Myntra strike a chord with his strong fan base cutting across demographics. Speaking after being named digital brand ambassador for Myntra, Bhuvan, said, “I look forward to creating quirky yet relatable fashion-focused content with Myntra that will help countless young people comfortably and confidently express themselves through fashion. I am extremely proud to contribute to Myntra’s vision of powering the fashion tastes and preferences for an entire generation of people coming through.” Commenting on the association, Harish Narayanan, Head of Marketing, Myntra, said, “Bhuvan is a welcome addition to Myntra’s efforts to reach out to the digital-savvy consumers in the most engaging way. There has been a shift in audience behavior in the new normal, leading to a discernible rise in digital content consumption. Bhuvan’s all-pervasive appeal will further complement our holistic approach towards dominating different mediums and cement Myntra’s position as India’s favorite fashion and lifestyle platform ahead of the eagerly-anticipated festive season.” <div type="Article" hostid="261" msid="71960739" title="Audiences are smart today and know exactly what they want, and they don't want in-your-face advertising: Bhuvan Bam" mstype="2" mssubtype="0"></div>

Myntra ropes in Bhuvan Bam as its first digital brand ambassador before Big Fashion Festival

<ul><li>House of Pataudi’, an ethnic wear brand, is co-owned by Myntra, <keyword id="333" type="PERSON" weightage="20" keywordseo="Saif-Ali-Khan">Saif Ali Khan</keyword> and Exceed Entertainment.</li><li>The film emphasizes the joy of celebrating festive traditions with loved ones and is set in the auspicious occasion of <keyword id="6357908" type="UNKNOWN" weightage="20" keywordseo="durga-puja">Durga Puja</keyword>. </li></ul>Ahead of the <keyword id="10055257" type="UNKNOWN" weightage="20" keywordseo="big-fashion-festival">Big Fashion Festival</keyword>, Myntra has released a campaign featuring brother-sister duo, Saif and <keyword id="6356056" type="PERSON" weightage="20" keywordseo="soha-ali-khan">Soha Ali Khan</keyword> tugging at the heartstrings as they pay tribute to one of the most awaited festivals, Durga Pujo, an occasion to celebrate over a period of 5 days, with lip-smacking food and memorable moments with family. The brand film, a part of the campaign, aptly re-creates the present scenario, with countless families celebrating the festive season through video calls, thereby striking an emotional chord with the audience, while underscoring the value of the right attire to enhance any festive celebration and make moments special. The campaign is set to run from 3rd October, to 22nd October, with Myntra well poised to leverage its leadership position in the occasion-wear category among shoppers, ahead of the festive season. The protagonists in the ad-film, Saif and Soha, actively exemplify the richness of the House of Pataudi collection with their presence, embellished in grace and elegance. The film emphasizes the joy of celebrating festive traditions with loved ones and is set in the auspicious occasion of Durga Puja. It opens with Saif, who is on a video call with Soha, cooking the quintessential Bengali Bhoger Khichdi. Though satisfied with his meal, he cannot shake off the feeling of missing a key ingredient. The brother-sister duo debate over what it could be, before Saif reveals it by opening the Myntra app on his phone. Soha soon receives and then unwraps a Myntra box to get pleasantly surprised by a gorgeous ‘House of Pataudi’ dress. Realizing it was Saif who sent the gift, Soha is quick to show off her elegance in the ‘House of Pataudi’ Salwar. Saif, himself draped in a luxurious ‘House of Pataudi’ Kurta, was missing the ethnic touch that comes with such occasions during the festive season and the film closes out with the siblings sharing a light-hearted moment. A voiceover at the end encourages all viewers to try something new this Durga Puja <div type="Youtube" id="iaIgocW2nSM" title="Joy. Laughter. Delicious food. And festive style, with Myntra!" thumbUrl="https://i.ytimg.com/vi/iaIgocW2nSM/mqdefault.jpg"></div> Speaking on the occasion, Harish Narayanan, Head of Marketing, Myntra, said, “Our Durga Pujo campaign will establish a deeper connection with the audience while emphasizing the role of Myntra in life’s special moments, specifically during this festive season. While social celebrations and gatherings may be rare, people in the country who have been in the confines of their homes are looking for basking in festive cheer and celebrating the festival in style, looking their best. As always, Saif brings a great degree of charm and depth to the ‘House of Pataudi’ brand, while Soha strongly complements that with her elegance and feminine touch.” Commenting on the brand campaign, Saif Ali Khan, said “I take great pride in elevating and upholding the rich and varied traditions of our great country and the Pataudi and Tagore heritage. Durga Puja and all other cultural aspects of Bengal always sing to my heart as it reminds me of family and tradition. Given any situation, people have to hold their families closer than ever, and I am certain our film will connect with people across India at a deeper level.” Speaking on the brand campaign, Afsar Zaidi- Founder and Enabler, Exceed Entertainment, said “With the Pujo film, Myntra through its House of Pataudi film, kickstarts the festive spirit in a year that has been so challenging. While this year, celebrations have taken a new form, family bond and togetherness have been redefined and that’s what the film continues to offer.” With the goal of reaching and engaging a wider audiences across India, the campaign will be run through a diversified media mix, which includes digital and social media channels, as well as running ads on TV ahead of the festive season. As a part of Myntra’s efforts to drive higher brand relevance with a diversified, market-contextual approach to its campaigns, this campaign will be run focusing on the East markets.

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Why Myntra is betting big on video content and its loyalty program for its next phase of growth

Samarpita Banerjee

How Myntra is scaling up its sales during EORS on the back of a strong marketing game

Karuna Sharma

What went behind marketing Myntra's biggest sale ever

Karuna Sharma

Myntra signs up Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest brand ambassadors

BI India Partner

Myntra ropes in Bhuvan Bam as its first digital brand ambassador before Big Fashion Festival

BI India Partner

Saif Ali Khan's House of Pataudi and Myntra launch their Durga Pujo campaign

BI India Partner

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