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<keyword id="10879" type="General" weightage="100" keywordseo="youtube" source="Orion">YouTube</keyword> fans have been puzzled by a subtle change in the platform’s familiar look recently. Several users have been noticing how the red progress bar when you watch a video is shifting to a pink gradient. This subtle change has sparked talk of a broader rebranding effort, perhaps even a logo update. Given the platform’s last major visual redesign was in 2019, it’s possible YouTube is gearing up to align itself with a fresher, more modern look, a common trend across digital brands today. <h2>YouTube logo getting changed soon? </h2> YouTube has long retained a clean, recognisable identity with its bright red colour. Yet, the shift to pink in the progress bar could hint at broader changes, especially as other tech giants are also embracing gradient colours and experimenting with logos to keep their brand aesthetic current. “The visual changes rolling out on web and mobile will also come to the YouTube app on TV. Keep an eye out for new pops of pink, as well as other light touches that add dynamism to the YouTube you know and love,” the company mentioned in a blog post last month. YouTube also disclosed the change in a post on X, via a relatively unknown handle called Google Design. "YouTube's identity just got a refresh. The new YouTube color palette features a brand gradient that elevates the UX and reinforces the brand. Say hello to a softer shade of red and eye-catching magenta-infused gradients," the post reads. <div type="image" title="7" msid="115050326" hostid="261"></div> YouTube may similarly be looking to refresh its look while balancing the identity that’s made it iconic. However, nothing about an official logo update has been announced. With that being said, if a logo redesign indeed follows, its impact can be tricky to predict. For example, many brands have misfired in the past when attempting major redesigns, alienating their loyal audience instead of attracting new interest. A potential logo update would mark a big step for YouTube, especially since subtle changes like these can dramatically affect user perception. As YouTube reportedly considers a new logo redesign, the move brings to mind some memorable and turbulent logo changes from other major brands. Redesigning a logo isn’t a simple task; it can redefine a company’s image, reinforce brand values, and appeal to new audiences. However, as these examples show, a logo change can easily backfire if it doesn’t resonate with consumers or fails to reflect the brand’s core identity. Let us take a look at some examples from the past where a logo redesign didn’t go as planned. <h2>1. Gap’s Short-Lived redesign </h2> <div type="image" title="3" msid="115050331" hostid="261"></div> Gap, the popular clothing retailer, experienced one of the most infamous <keyword id="23849484" type="General" weightage="20" keywordseo="logo-redesign-failures" source="keywords">logo redesign failures</keyword> in 2010. With the aim to align with contemporary design trends, Gap abandoned its iconic blue box for a minimalistic Helvetica-based look. This redesign faced immediate backlash, with customers expressing disappointment over the loss of the brand’s warmth and heritage. Within a week, Gap reverted to its original logo, realising the new version lacked the authenticity their audience valued. This incident underscores the importance of respecting a brand’s legacy. A logo redesign can’t just be trendy; it must feel connected to what loyal users have come to love. <h2>2. Tropicana’s misguided simplicity </h2> <div type="image" title="5" msid="115050344" hostid="261"></div> In 2009, Tropicana attempted a redesign that would prove costly. The bright, recognisable logo was replaced with a simplistic and sterile version, alienating consumers. Sales plummeted as customers struggled to identify the new packaging, which resembled generic brands rather than a trusted favourite. Within a few months, Tropicana reverted to its original look, learning the hard way that standing out on the shelves was crucial to its appeal. A toned-down design might not align with a brand that aims to capture and hold people’s attention. <h2>3. Uber’s identity shift </h2> <div type="image" title="2" msid="115050352" hostid="261"></div> In 2016, Uber tried to distance itself from its ride-sharing origins with a logo that removed its familiar “U” in favour of a geometric symbol. The change confused users, and the loss of instant brand recognition led Uber to make adjustments, later adding the name “Uber” below the symbol for clarity. By 2018, Uber dropped the icon altogether, reverting to a more traditional logo that better aligned with its global user base <h2>4. Pepsi’s pricey tilted strip </h2> <div type="image" title="1" msid="115050360" hostid="261"></div> Pepsi reportedly spent a staggering $1 million in 2008 to reorient the white stripe on its logo into a “smile,” hoping to evoke a friendlier brand image. However, the change was so subtle that many consumers didn’t notice or understand the rationale behind it. The company’s large expenditure didn’t translate into brand enhancement, serving as a reminder that a high investment doesn’t guarantee a logo’s success. Last year, Pepsi’s logo changed again and brought back the white wave closer to how it was before the 2008 design change. <h2>5. Myntra’s logo controversy </h2> <div type="image" title="4" msid="115050367" hostid="261"></div> In early 2021, Myntra, an Indian e-commerce giant, faced a unique challenge when it had to change its logo following a complaint from a social activist. The activist claimed that Myntra’s then-redesigned logo was offensive and insulting to women, and the company had to update the design. DCP Rashmi Karandikar of Mumbai Police's Cyber Crime Department had said at the time, "We found that the logo was offensive in nature for women. Following the complaint, we sent an email to Myntra and their officials came and met us. The officials said they will change the logo in a month's time." This case highlights the importance of anticipating public perception, especially in today’s highly connected and sensitive social environment.

YouTube is turning pink: Times when logo redesigns failed to impress

<ul><li>Shashwat Das, Founder, almond branding shares a few learnings from the <keyword id="10678279" type="UNKNOWN" weightage="20" keywordseo="myntra-logo">Myntra logo</keyword> controversy. </li><li>He also mentions a few international logos and slogans that were not taken lightly by the audience. </li></ul>The brand Myntra is currently in news for the wrong reasons. Recently an NGO filed a complaint with the Police that the Myntra logo is offensive and derogatory towards women. When the Police approached Myntra for an explanation, instead of offering their side of the story, Myntra immediately agreed to change the logo without batting an eyelid! By agreeing to change its logo and to make it more “acceptable”, or let us call it “controversy-free”, Myntra made sure that it nipped the argument in the bud. While “consumer activism” and “consumer-mafia” as a phenomenon is definitely on the rise, brands too need to play their cards judiciously to avoid such unnecessary controversies. For a layman, this may just look like a small logo tinkering. But it has a lot of ramifications. The logo now needs to be changed across every media channel, packaging boxes, product labels, store fronts, in-store branding, and a host of other places. This not only means re-spending huge amount of money and effort, it also means that the previous investment, monetary or otherwise, now stands wasted. Personally, I never saw the logo in that light and in fact never came across anyone who found the logo suggesting something offensive. This is clearly a case of over-imaginative minds trying to find something or the other in everything. The sheer number of memes that come out post any event proves how wild people’s imaginations can run. But this is out of the control of brands. While brands need to be sensitive to consumer sentiments, and address them as much as possible, it can’t be reacting to every single out cry. While I don’t wish to get into the “rights” and “wrongs” of the logo and am not supporting or opposing Myntra’s decision to change, all I want to say is that thankfully Myntra is an established brand and also has deep pockets to support this unplanned rebranding activity. Imagine what would have happened if it was a small brand or a start-up here instead of Myntra. I am sure you would agree that by now the brand owner would be staring at an impending bankruptcy due to the enormous cost of rebranding. This brings us to the real issue at hand. For all those upcoming brands or start-ups that are still in their infancy, is there a lesson to be learnt from the Myntra logo episode? I believe there is. Read on. There are three major components of a brand that any brand owner aims to strengthen – the brand name, the logo unit and the slogan (if any). Let us see the learning one can draw from the Myntra episode on these three components. <cmsannotation type="cmsannotation" annotationid="The brand name" text="The brand name">The brand name</cmsannotation> In 1971, Ford launched its car named “Pinto” in Brazil. Surprisingly, the car failed to generate any telephonic enquiries, let alone showroom visits even after spending large sums. It was later discovered that in Brazilian slang, “Pinto” refers to small male genitals. Ford had no choice but to withdraw the car. Brand name should always be controversy-free. Gone are the days when brand nomenclature was easier and brand names were based on the name of their founders (Bata, Tata, Bose, Porsche, etc.). These days due to trademark unavailability of generic words as brand names, abstract or coined names are popular(Zomato, Swiggy, Ola, etc.). However, while you might have had the best of intentions while naming your brand, it might just mean something very funny or offensive in a new geography that your brand intends to enter. It is always advisable to do your research beforehand rather than feeling sorry and redoing the same exercise after a controversy. <cmsannotation type="cmsannotation" annotationid="The Logo unit" text="The Logo unit">The Logo unit</cmsannotation> It is often said that beauty lies in the eyes of the beholder. When it comes to a logo unit, a controversy too lies in the minds of the beholder. Take a look at some of the controversial logos which were not taken lightly by the general audience. <ul><li>The Arlington Pediatric Centre’s logo (below) landed into controversy soon after it was unveiled in 2009. </li></ul> <ul><li>The Institute of Oriental Studies had to withdraw this logo shortly after launch as it made a lot many people’s imagination run wild</li></ul> <ul><li>This Logo of the Catholic Church’s Archdioscean Youth Club (displayed below) even won an award from the prestigeous Art Director’s Club of Los Angeles, but was withdrawn as people saw a lot more in it. </li></ul> <ul><li>The Office of Government Commerce, a branch of US Treasury had to drop its horozontal logo when someone pointed out that the logo looks controversial when seen vertically. </li></ul> Brand owners must be extra cautious while designing their logo units. The logo should be evaluated from all possible directions and also from different perspectives to avoid any controversies later on. Also, when it comes to rebranding, make sure that you talk to an adequately large number of customers and stakeholders before going ahead with the change. Just because you like the logo does not mean that the whole world will like it too! Also others might be able to see through a whole lot of things in your logo whch you might completely oversee as the above cases demonstrate. <cmsannotation type="cmsannotation" annotationid="Slogans" text="Slogans">Slogans</cmsannotation> The third important pillar of the brand’s identity is its slogan. Slogans need to be crafted very carefully and with experts on board to avoid controversy especially when being translated in a different language. Here are some of the “slogans-gone-wrong” for you. <ul><li>When Parker launched its leak-proof pen it had a punch-line that read “It won’t leak in your pocket and embarrass you.” But Parker mistook the translation of embarrass as “embarazar” in Mexico and the meaning got changed to “It won’t leak in your pocket and make you pregnant.” </li><li>Pepsi had a slogan “It brings you back to life.” But when translated in Chinese, it read “It brings your ancestors back from the grave.”</li><li>Electrolux goofed up when it translated its slogan in English. When translated, it read “Nothing sucks like an Electrolux”. </li><li>Nokia launched its Lumia series across the world with much fanfare. Little did they know that Lumia when translated in Spanish meant a “prostitute.” </li></ul>Brands, especially start-ups and the aspirational ones, usually don’t get a second chance. Hence, it is recommended that they keep their eyes &amp; ears open to all possible ways in which their customers and the public at large will interpret these key brand elements. Remember, re-banding is not only a risky affair but is also a costly one. Avoiding such common mistakes at the beginning is the only way to grow your brand and make it bigger.

Here's what a brand expert learnt from the recent Myntra logo controversy

<ul><li>The <keyword id="36208" type="General" weightage="20" keywordseo="festive-season" source="Orion">festive season</keyword> has always been important to brands, especially to e-commerce players who line up big bumper discounts, look for more retail brands to partner and ramp up their product offerings.</li><li>This festive season, e-commerce platforms are focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration.</li><li>More and more e-commerce platforms are also exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once.</li><li>With increasing internet penetration, e-commerce players are expecting new growth from Tier II, III and beyond this festive, which will cumulatively contribute to $150 billion of e-commerce as per RedSeer Consulting’s report.</li><li>We speak to India’s leading e-commerce players to find out more about their festive plans and revival expectations.</li></ul>The year 2020 accelerated e-commerce industry, perhaps by a decade, revolutionising the way brands operate, run, and grow their businesses, as well as how consumers choose to shop and pay. In the initial months of the lockdown, businesses witnessed a clear shift in consumer behaviour. Historically offline shoppers also came online due to convenience and safety. Consumers are still hesitant to return to in-store shopping completely and audiences from Tier II and Tier III are also preferring to shop online. The pandemic has evidently caused an inflection point for e-commerce in the country. With the second-largest internet user base, India has emerged as one of the most prominent markets globally. Around 480 million people in India have access to the internet out of which 90 million are online shoppers, according to estimates from management consultancy RedSeer. Shoppers from India’s small towns and cities will cumulatively contribute to $150 billion of e-commerce GMV in the coming decade, until 2030, revealed RedSeer. <div type="image" title="redseer - ecomm report" msid="85901903" hostid="261"></div> After spending a glum year and a half, consumers are excited to celebrate the festive season with upcoming shopping sales for Diwali, Dussehra and Christmas. IPL and ICC T-20 World Cup will further improve consumer sentiment this year. According to a survey conducted by The Trade Desk and YouGov, 82% of consumers shopped online at least once a month in the past six months, and nearly one in four made online purchases several times a week or more often. Titled ‘<a href="https://pages.thetradedesk.com/rs/527-INM-364/images/TheFestiveSeasonPulse2021.pdf">The Festive Season Pulse 2021</a>,’ it further said that 91% of Indian consumers are planning a purchase during the upcoming festive season and six in 10 are interested in learning about new brands during festive season sales. To leverage this uptick in consumer sentiment, the e-commerce category is all set to begin its festive marketing blitz and is preparing to line up big discounts for the season in a few weeks. For this 30-day period leading up to the festive season, leading fashion e-commerce platform <keyword id="319719" type="General" weightage="20" keywordseo="myntra" source="Orion">Myntra</keyword> has planned ‘Big Fashion Festival,’ which will be followed up with Myntra Diwali Sale, with a focus on ethnic wear. It will also be focusing on emerging categories like Beauty and Personal care, kidswear and categories such as innerwear and essentials which have experienced tailwinds post-Covid. Myntra’s Chief Business Officer, Ayyappan Rajagopal said, “We are expecting this festive season to be bigger than last year with more customers using online channels to make their purchases. Demand usually peaks in the 30 days leading to Diwali and we expect this year to be no different. In fact, the demand in the 2 months leading to the festive season is expected to be far more than last time (because people have learnt with time to adapt to a pandemic world). We expect high demand from across geographies and markets - metros, Tier 1, Tier 2, T3 cities and beyond. To cater to that, we have built the right ethnic wear, beauty, and home selection, and have partnered with brands on best deals. Hence, to leverage this demand and provide best value to our customers, we are organizing Big Fashion Festival and Myntra Diwali Sale to make this season a resounding success.” Right on the heels of the festive season, Myntra ramped up its marketing game by onboarding Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest brand ambassadors, alongside the existing celebrity ambassadors Kiara Advani, and Samantha Akkineni. Now, it is hoping to double its customer base and cater to Gen-Z shoppers with its high-decibel marketing. “With the optimism coming from recovery from Covid and revival in shopping sentiments along with the habitualisation of digital foray across all customer segments, we see a lot of new customers shopping during this festive season. We have also seen trends in Metro/T1 markets where Myntra has been traditionally strong, pointing towards such a revival. With a positive overall sentiment, we will be looking at doubling our customer base during this period. There will also be an added focus towards expanding our footprint in southern markets, deeper penetration into Tier 2 / 3 towns and exploring customer addition through emerging categories like Kids wear, Inner wear, fashion accessories, Beauty and persona care, etc. The greatest focus will be on Gen-Z cohort of shoppers,” shared Rajagopal. E-commerce platforms are also focusing on bringing more personalisation and curation to customers shopping online through greater tech and marketing integration. More and more e-retailers are exploring social commerce, turning their apps into super apps by bringing content, products and trends under one roof for consumers to watch and shop at once. D2C fashion platform Bewakoof.com that recently raised Rs 60 crore in an investment round led by InvestCorp, IvyCap and Spring Marketing Capital, is expecting to Rs 120 crore in brand sales this quarter. It recently rolled out celebrity-led digital campaigns with Rajkummar Rao, Sanya Malhotra and Farhan Akhtar. It plans to further build its market presence by signing more A-list celebrities to its roster and launch a 360-degree campaign by October. On the technology side, the company intends to launch a gamification-led loyalty program as it upgrades its Bewakoof Tribe with new and exclusive launches for the club members. Sharing the platform’s festive plans further, Prabhkiran Singh, Founder CEO, Bewakoof.com said, “Post pandemic, we saw a strong recovery and growth in certain categories like casual wear and leisurewear because of customers staying at home and with the pandemic slowing down, we expect a strong recovery in categories like ethnic wear, bags, accessories, etc in the festive season ahead. We’re also looking to capitalise on winter wear more this year than usual with winter around the corner and have put in investments accordingly. We expect our brand sales to be Rs 120 crore for the festive quarter.” For Bewakoof, the northern and western markets see the highest demand, followed by West Bengal and Assam because of Durga Puja. Currently, over 6 million customers visit Bewakoof.com every month. Singh told us that the festive season serves as a crucial window in the year for new customer acquisition and bringing back customers that haven’t shopped again for a while. The platform is also planning on increasing its marketing spends this festive. “For this year, 15% of our total marketing budget will be spent for the upcoming festive season.” We’re in the process of rebranding Bewakoof in the next 1-2 months and we’ll have a new look, logo, tagline along with a new set of celebrities that will endorse Bewakoof so we’re excited to roll this out and create buzz around it along with backing it up with top-funnel marketing investments. We plan to go heavy on top-funnel marketing investments starting October,” said Singh. E-retail platform OLX has upped its UI to woo its customers, digitising the entire process of online retailing, including verification of all its premium items. OLX Autos launched a verified inventory of cars with a new interface, which provides a detailed history of the car right from the ownership period all the way up to the service history of the car, and access to a host of financing options and after-sales products like insurance and warranty. As a result, OLX has witnessed a surge in demand for pre-owned cars. Sapna Arora, CMO, OLX India said, “Green shoots are already visible in the used car retail segment. The demand for pre-owned cars has been 25% higher than the pre-Covid levels while there has been an 82% plus growth in demand for pre-owned smartphones. Our goods category has also witnessed a strong rebound, as demand and supply have gone up by an average of 68% and 25%, respectively, compared to pre-Covid levels. The upcoming festival season is important for us as we expect the gap to be narrowing down between pre and post-Covid levels. There has been a strong uptake of e-commerce across regions, especially in Tier 2 and Tier 3 cities, with consumers there making the greatest shift to online shopping. We will continue to focus on the pre-owned auto segment and are expecting to surpass the demand this festive season.” At an industry level, Arora told us that e-commerce players are leveraging on hyper-personalisation to create individualised experiences on the platform and AI-powered chatbots are being implemented by the online retailers to bring customers close to an offline retail experience with a high engagement rate. Sharing OLX’s plan, Arora added, “This festive season we plan to use innovative solutions via relevant messaging at different levels of the retail journey. Our consumer base is growing organically. During this year’s lockdown, a lot of people moved online and we saw growth, about 30% more daily active users (DAUs) from our previous pre-Covid peak. In the festive season, our huge inventories across segments will contribute to increasing the DAU’s on the platform.” As per Nielsen India’s E-commerce Consumer Panel (E-Analytics Solution), there was a double-digit increase in average spend of online shoppers for electronics and accessories (39%), mobile and accessories (12%), and fashion, including apparel, footwear, and accessories (10%) after the pandemic. Appliances (e.g.TV, WM, refrigerators, etc.) also saw notable shopper spending increase at 9%. E-commerce giant Amazon is also ramping up its product range for the festive season. “Together with thousands of small &amp; medium business and brand partners, we continue to offer our customers the widest selection, convenience, and fast delivery. We are humbled by how millions of Indian customers have made us a part of their daily lives. Also, customers continue to believe that online shopping is the safest way to shop which has been reflecting in all the recent events of Amazon like Prime Day 2021, Great Freedom Festival, Rakhi Store, Onam store and so on. This festive season is not a normal one for reasons we all know and our success metric would be focused on how we can make our sellers successful. Customers can look forward to shopping from a wide selection of products across categories like Home &amp; Kitchen, Fashion &amp; Beauty, Appliances and Smartphones, Grocery essentials and more from the comfort and safety of their homes," said an Amazon India spokesperson. This growth trajectory of e-commerce platforms in India testifies how customers are increasingly recognising the importance of comfort shopping within closed doors, and after seeing their businesses take a plunge in the first three months of the lockdown, more and more sellers are also coming online.

This festive season, e-commerce platforms are betting big on Tier II and III markets, which are likely to contribute $150 million to e-commerce growth this year

<ul><li>At <keyword id="319719" type="COMPANY" weightage="20" keywordseo="Myntra">Myntra</keyword>, which had already held a big sale event after lockdown – End of Reason Sale in June, there were many learnings to note.</li><li><keyword id="3790335" type="PERSON" weightage="20" keywordseo="amar-nagaram">Amar Nagaram</keyword>, the CEO of Myntra, tells Business Insider about how the change in Indian consumers’ preferences after the lockdown.</li><li>Myntra’s Big Fashion Festival will be a 7-day long event (October 16–22). </li></ul>The pandemic and lockdown period has brought many learnings for all businesses, and e-commerce has undoubtedly been one of the sectors with the biggest takeaways. And at Myntra, which joins the leagues of Amazon, Flipkart this time around to hold a <keyword id="3741625" type="PERSON" weightage="20" keywordseo="festive-sale">festive sale</keyword> right before Diwali and Dussehra, the learnings have shaped the way they designed their next big sale event. Myntra, which had already held a big sale event after lockdown – End of Reason Sale in June, saw the consumers’ consumption patterns change in India. “In the last four-five months and us coming out of a complete lockdown, what we have learnt is that the core nature of fashion buying has changed in the country,” Amar Nagaram, CEO, Myntra told Business Insider. And Nagaram expects their sale volumes to be higher than the June sale. From Tier 2, 3 shopping habits to athleisure ranking high in demand – Here’s what changed Nagaram points out that more and more Tier 2,3 shoppers have come on board – and from there, it's those shoppers who always used to prefer shopping offline. These are the people whose spending capability could be the same as their counterparts in Tier 1 cities, but they depended only on travel, brands and offline retail for their shopping list. “What we have been doing in the last four months is ensuring that we don’t give them a reason to not come back,” he said. The categories working well are athleisure and casual wear, kidswear, beauty and wellness – across geographies. “In fact, during Rakshabandhan and Ganesh Chaturthi, for the first time in all these months we saw interest coming back for premium products. All of this put together is how we are shaping up for the festive sale,” said Nagaram. Myntra’s upcoming Big Fashion Festival will be a 7-day long event (October 16–22), Nagaram says they have put together 9 lakh styles, increased the total number of brands to 5,000, a big jump from 2,000 brands last year. “The categories we expect will do well during this sale are casual wear, winter wear, beauty and wellness and home furnishings and decor, because people finally got time to do their homes,” he said. Marketing for the masses Nagaram expects 50% of its orders to come from Tier 2 and 3 markets alone. And while Nagaram said that their marketing spend remains according to the plan pre-COVID-19, the way they spend their money has changed. There’s no more one national ad campaign but several regional ad campaigns targeted at the regional user. They brought on board brand ambassadors like Kiara Advani, Youtuber Bhuvan Bam and South actress Samantha Ruth Prabhu to reach out to the masses and have a wider brand appeal. Like every other company, Myntra too hopped on the IPL sponsorship bandwagon. Myntra’s logo is seen on the team jerseys of Royal Challengers Bangalore, Mumbai Indians and Chennai Super Kings. “IPL was the biggest event happening after lockdown and it was an opportunity we couldn’t miss as obviously the reach would be great,” he said. The competition will also be higher Almost every big sale event in the country – from Amazon, Flipkart to Myntra – has the same dates, and that means the consumer will get more choice, and the competition will be higher for all e-commerce platforms. It’s not just the online space; malls and offline retail stores that have taken a major hit during the lockdown will also look at attracting users back into their space. But Nagaram rests assured as “People are still scared of stepping out over concerns for safety and hygiene. What we are doing online is we have given consumers the selection at a sharp pricing and the experience that they might not find anywhere else. Consumers now have access to brands that they didn’t think was possible unless they travel to a different city,” he said. However, he also believes that it's no more about online vs offline anymore and the world today belongs to omnichannel retail. SEE ALSO: <a href="https://www.businessinsider.in/stock-market/news/wipro-share-price-dips-after-earnings-report-analysts-believe-it-will-take-a-while-to-catch-up-to-tcs-and-hcl-technologies/articleshow/78654023.cms">Wipro’s share price dips by over 6% after earnings — analysts believe it will take a while to catch up to TCS and HCL Technologies</a> <a href="https://www.businessinsider.in/business/ecommerce/news/walmart-and-flipkart-invest-in-ninjacart-again-to-bump-up-its-grocery-offerings-ahead-of-the-festive-season/articleshow/78617012.cms">Walmart and Flipkart invest in Ninjacart again to bump up its grocery offerings ahead of the festive season</a>

Myntra CEO explains how fashion buying has changed in India and the e-retailer’s focus on Bharat users this festive season

<ul><li>Myntra is expecting a 2x growth in sales compared to last year’s Big Fashion Festival. </li><li>To drive more engagement and bring in a new set of audience before its big sale day, Myntra has made its debut partnership with <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword>’s <keyword id="13880" type="COMPANY" weightage="20" keywordseo="Mumbai-Indians">Mumbai Indians</keyword>, Royal Challenge Banglore and <keyword id="13886" type="COMPANY" weightage="20" keywordseo="Chennai-Super-Kings">Chennai Super Kings</keyword>, which are also the top most important markets for the brand. </li><li>Achint Setia, Vice President, Marketing, Myntra speaks to us on how Myntra is using IPL as a platform to strengthen their presence.</li></ul>With the Big Fashion Festival around the corner, fashion ecommerce firm Myntra is leaving no stone unturned to bring in more audience. It is expecting a 2x growth in sales than last year’s Fashion Festival. Since Indian Premier League brings in a huge opportunity for brands to ride on the wave of blitz and fervor in the country, Myntra has partnered with IPL’s most-talked about teams such as <keyword id="6354506" type="COMPANY" weightage="20" keywordseo="Royal-Challengers-Bangalore">Royal Challengers Bangalore</keyword>, Mumbai Indians and Chennai Super King. Myntra is the official fashion sponsor for RCB and its logo can be seen on the right chest patch of their jersey. Mumbai, considered the hub and trendsetter for fashion and style, is one of the most crucial markets for Myntra. So the brand is the presenting partner for Mumbai Indians and has placed its logo across MI’s team branding and communications. MI’s team merchandise and memorabilia, including autographed bats and jerseys, are up for grabs on Myntra. To engage with these viewers on social media and on its platform, Myntra is offering daily prizes for participating in its interactive contests around the cricketing extravaganza. The fashion firm is also targeting women with its branding activity by featuring female fan influencers on its platform. The idea is to not only drive conversational content about the brand, but also bypass any notion of cricket being only a ‘gentleman’s game.’ We caught up with Achint Setia, Vice President, Marketing, Myntra to understand the thought behind partnering with three IPL teams, marketing strategy to leverage IPL’s buzz before its Big Fashion Festival and plan to target women through the match. Excerpts: Q. What was the thought behind partnering with Mumbai Indians this year? Mumbai’s importance to retail businesses can hardly be understated and tying up with the city’s most prominent sports team will only further solidify Myntra’s position in a crucial market ahead of the festive season. This partnership will help Myntra cement itself as the go-to fashion destination in Mumbai, considered the hub for everything fashion and style in India, and leverage Mumbai Indians’ huge salience with cricket fans across the nation. Factors such as team popularity and style quotient were also given great consideration when opting for team partners this IPL season. Q. What kind of response are you expecting for MI’s team merchandise and memorabilia, including autographed bats and jerseys, that are up for grabs on Myntra? MI’s team merchandise and memorabilia will go live on Myntra soon. However, to entice the biggest customers of Mumbai Indians, Myntra does have a limited selection of autographed bats and jerseys up for grabs on its platform for lucky fans. Q. What do your marketing plans look like for IPL? Myntra has ensured to implement a multi-pronged holistic approach, to drive higher brand relevance not only in the key metro markets but also in T2/T3 and southern markets. Our key goal is to ensure Myntra has a prominent space in the key touch points with potential customers ahead of its blockbuster sale events for the festive season. Within that strategy, we believe that cricket in general, specifically the IPL makes for a key touch point and will help Myntra expand into newer markets. This festive season, our marketing efforts will further drive conversations around the brand through the star-studded campaigns with celebrity brand ambassadors, who have a wide audience appeal reaching all corners of the country, including a strong influence in Tier II and Tier III markets. Positioning Myntra as a style expert, the latest campaigns clearly bring out Myntra as one of the leading fashion destinations in the country while showcasing our tech capabilities through key differentiators such as Myntra Studio, Size &amp; Fit Recommendations, and Photo search. Q. Myntra also intends to integrate itself more naturally to the ‘Virtual Wankhede’ concept by featuring women fan influencers. Have brands finally started recognising/accepting the fact that IPL also has a female audience? Do you think more traditional brands will start catering to them now or are we still far away from that? Interactive and unique concepts such as ‘Virtual Wankhede’, which was developed in association with the Mumbai Indians, has ensured Myntra leads the way in terms of virtual fan engagement innovations. This platform provides MI’s army of fans with an opportunity to cheer their favourite team alongside fellow supporters, connected virtually. IPL is among the biggest sporting events in India and brands have always recognized the vast women fan-base for the event. Brands featuring women fan influencers and women-centric concepts have already been visible through the years and are not something new. With IPL being a co-viewing event, the type of brands sponsoring the tournament usually tends to have a sizable female customer-base. We feel it is important for both legacy brands as well as millennial brands to engage with women in some form, to build loyalty and stay relevant among its TG. Q. The format is different this year. So how do you think things will be different for you as a partner? As a partner, what are your expectations from IPL 2020? The IPL is the biggest cricket league in the world and among India’s most-anticipated sporting events in any given year. This year, there is even more reason for brands to be associated with the IPL as the competition overlaps with the upcoming festive season, which is the most important and biggest period for shopping. Furthermore, Myntra is keen to form deep connections with users across the country and firmly believes that engaging with prospective customers at all possible and relevant touch points is crucial to this vision. Cricket is a key touch point as it is the most popular sport in India and has intricately weaved itself into an important part of the history and culture of the nation. The IPL has generated significant traction since its inception, and its popularity and viewership continues to rise. The viewership numbers from the first week of the tournament are extremely promising despite no audiences being allowed at stadiums. Q. How do you plan to engage more closely with consumers, considering activations won’t be allowed this year and there won't be a live audience? There has been strong user engagement through social media, via the RCB, CSK, MI and Myntra handles, where customers can win unique daily prizes by participating in interactive contests around the cricketing extravaganza. We have also revamped the IPL store on the platform to drive further conversations among our customers with unique offers and deals as well as providing contextually engaging and reliable content which includes the use of appropriate cricketing terminology. IPL has also come up with innovations by bringing in the virtual crowd noise, virtual meet and greet with top fans, and creating a perception for viewers that there is enough support for their teams.

How Myntra is using IPL to build deeper connections and drive brand salience before its Big Fashion Festival

<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

<ul><li>After <keyword id="8937291" type="UNKNOWN" weightage="20" keywordseo="juan-delcan-and-valentina-izaguirre">Juan Delcan and Valentina Izaguirre</keyword>’s Safety Match art went viral on social media, more brands are playing with their logos to convey the importance of <keyword id="8897280" type="UNKNOWN" weightage="20" keywordseo="social-distancing">social distancing</keyword>. </li><li>As the situation around the world continues to intensify, we take a look at how brands are playing an active role in spreading awareness around hygienic practices of work from home, <keyword id="8937289" type="UNKNOWN" weightage="20" keywordseo="flattening-the-curve">flattening the curve</keyword>, and self isolation. </li></ul>What do Fevicol’s elephants, Audi’s four circles, and the interpunct in sitcom Friends’ title plate have in common? They have been inseparable since their inception. However, to illustrate the importance of social distancing, these brands have done what artists Juan Delcan and Valentina Izaguirre went viral for -- use their creativity to promote the importance of maintaining a safe distance from your family members. The artists Delcan and Izaguirre had uploaded a short video called Safety Match on social media, that illustrates the importance of working from home, social distance and urges people to #FlattenTheCurve. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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 Flatten the curve refers to the projected number of people who will contract COVID-19 over a period of time. It aims to tell people that the speed at which the virus spreads in the world should be reduced, so that government bodies, scientists and hospitals are well-prepared to take care of every patient. The longer it takes, the more prepared we will be to fight it together. And to flatten this curve, it is important to wash your hands, work from home, maintain a distance and stay clean. 
 
 
 
 
 
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 Since coronavirus is spread through respiratory droplets, when people cough or sneeze, maintaining a social distance can help reduce the chances of picking the virus up and spreading it to others. To convey this and get people out of their denial mode, various brands took to social media and started talking about self isolation and flattening the curve. 
 
 
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 To maintain a social distance with people around you, it is important to stay put. Brands have also started using humour to remind people that we are in it together. Using memes and humour, ironically, is proving to be an effective way of communicating the seriousness of the issue. And when you get to eat bhujia and watch Netflix while attempting to work, you should not be complaining about quarantining yourself. This is what brands reminded their audiences: 
 
 
 
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 Here is to hoping that more companies let their employees work from home and people start taking the importance of social distancing seriously.

When these iconic brands tweaked their logos to spread an important message about Coronavirus

In the biggest fund-raising ever for an Indian e-commerce company, <keyword id="6354742" type="COMPANY" weightage="100" keywordseo="Flipkart">Flipkart</keyword> on Tuesday attracted a whopping $1 billion from its existing investors <keyword id="260318" type="COMPANY" weightage="100" keywordseo="Tiger-Global-Management">Tiger Global Management</keyword> and <keyword id="6356837" type="COMPANY" weightage="100" keywordseo="Naspers">Naspers</keyword>. 
 
As per industry experts, the Bangalore-based company is now valued at somewhere between $5 and $6 billion - double the estimated value of $2.5-3 billion in May this year. 
 Flipkart co-founders <keyword id="225032" type="PERSON" weightage="100" keywordseo="Sachin-Bansal">Sachin Bansal</keyword> and <keyword id="6364080" type="PERSON" weightage="100" keywordseo="Binny-Bansal">Binny Bansal</keyword> want to make Flipkart the country's first Internet company to be valued at $100 billion. 
 Flipkart has till now garnered almost $1.7 billion as it battles <keyword id="18635" type="CITY" weightage="100" keywordseo="Amazon">Amazon</keyword> and Snapdeal for the top slot. 
 
Here, we present a timeline of Flipkart’s funding – how the seven-year-old company that founders started off with just Rs 400,000 – is now worth thousands of crores. 
 
Timeline 
 
October 14, 2008 – Co-founders Sachin Bansal and Binny Bansal start Flipkart with a capital of Rs 400,000 
 
July 15, 2010 – Tiger Global joins with an investment of $10 million 
 
June 16, 2011 – The company announces new logo and gets another investment of $20 million by Tiger Global 
 
August 24, 2012 – Investment of $150 million by Tiger Global and Naspers group, crosses gross sales of Rs 100 crore 
 
July 10, 2013 – Attracts investment of $200 million from Tiger Global, Naspers, Accel Partners and Iconiq Capital, crosses single-day shipment of 1.3 lakh 
 
October 9, 2013 – Another investment of $160 million by Dragoneer Investment Group, Morgan Stanley Investment Management, Sofina, Vulcan Capital and Tiger Global 
 May 26, 2014 – Flipkart acquires <keyword id="319719" type="COMPANY" weightage="100" keywordseo="Myntra">Myntra</keyword> 
 
July 29, 2014 – Attracted a whopping $1 billion from Tiger Global Management and Naspers 
 
 
Just a day after Flipkart announced raising $1 billion, e-commerce giant Amazon, too, announced to invest an additional $2 billion in India to expand its growth in the country.

Rags To Riches: Flipkart’s Journey From Rs 400,000 To $5-$6 Billion Firm

<ul><li> For years, talking about the queer community was a taboo in the Indian advertising industry. Today, while there have been some path-breaking campaigns in acknowledging the community and giving them a voice, a lot more still needs to be done.</li><li>To mark <keyword id="168821" type="PERSON" weightage="20" keywordseo="Pride-Month">pride month</keyword>, we look back at some of the iconic advertisements that initiated an early conversation in our country, which were still a taboo back then and created a ripple effect by bringing to light some of the issues that LGBTQIA communities continue to face. </li></ul>The month of June is observed as Pride month all over the world, which is a movement that brings the entire LGBTQIA+ community together to spread the message of equality in all spheres of life, including the right to love. However, where are Indian brands? It has been 17 days since pride month began. Apart from the rainbow-coloured logos on social media, no brand has mustered the courage to normalise the whole spectrum and initiate a concrete conversation. Since many Indian brands have failed to give the community a voice through their campaigns, to make the queer community a part of their daily life conversation and step out of their comfort zones, we decided to look back at some of the iconic advertisements that were created by brands who dared to speak up and break some taboos. These ads created a much-needed ripple effect in our country and started a conversation around issues that the community goes through. They simply reminded the audience that they care about queer community’s existence by acknowledging and representing different kinds of humans -- conveying that India is stepping out of its closest. Here are a few of our favourites: Fastrack’s The Closet Way ahead of its time, Fastrack’s ad was quite special for India. It was the very first brand in India to show a lesbian couple. It encouraged the youth to come out of their closet of comfort and speak up, metaphorically. In this commercial, the doors of a cupboard open, and two young women walk out, adjusting their clothes and hair. “Come out of the closet”, urges the advertisement and ends with Fastrack’s now famous tagline, “Move On.” <div type="Youtube" id="fmk9D53G6F8" title="Fastrack - The Closet" thumbUrl="https://i.ytimg.com/vi/fmk9D53G6F8/mqdefault.jpg"></div> Anouk’s The Visit Myntra’s ad for its ethinic wear brand Anouk was probably one of the first ads in India that attempted to normalise different sexual preferences, without looking at them through a lens of judgement or for sake of tokenism. Created by Ogilvy India, this ad left you mesmerised by the beautiful portrayal of pure love that can happen between any two people. <div type="Youtube" id="Ef27m5ocK6Q" title="ANOUK, BOLD IS BEAUTIFUL - A Wonderful Video Titled &quot;THE VISIT&quot;" thumbUrl="https://i.ytimg.com/vi/Ef27m5ocK6Q/mqdefault.jpg"></div> Vicks’ Touch of Care Normalising trans motherhood in India, Vicks initiated a conversation everyone else was afraid to have. It highlighted how motherhood goes beyond biological ties with transgender activist Gauri Sawant, who also runs an NGO called Sakhi Char Chowghi. It showcased her real life story of bringing up a girl. Conceptualised by Publicis Singapore for Procter &amp; Gamble, the video shows how Gayatri, at the age of 6, loses her biological mother, a sex worker, to HIV AIDS. It ends with Gayatri vowing to become a lawyer so that she can fight for equal human rights and build an equal environment for her foster mother. <div type="Youtube" id="7zeeVEKaDLM" title="Vicks - Generations of Care #TouchOfCare" thumbUrl="https://i.ytimg.com/vi/7zeeVEKaDLM/mqdefault.jpg"></div> Brooke Bond Label’s 6 Pack Band The 6 Pack Band was a story of six transgender singers from Hijra community, which is commonly ignored by most and misunderstood by all. However, this song concentrated on what they rejoice about being queer and trangenders instead. It was an initiative created and driven by Y-Films, the youth wing of Yash Raj Films, to help further the cause of gender equality in India. This campaign also brought home the coveted Grand Prix in the Glass Lion category at Cannes. <div type="Youtube" id="blvOBnSRfVc" title="Hum Hain Happy - 6 Pack Band" thumbUrl="https://i.ytimg.com/vi/blvOBnSRfVc/mqdefault.jpg"></div> The Times of India's Out and Proud On September 6, 2018 the Supreme Court of India decriminalised section 377 of the Indian Penal Code. With this judgment, the gay community got a legal nod to sexual rights. While the laws have changed for the better, we still witness negative attitudes towards the LGBTQIA+ people. The Times of India in collaboration with FCB India was one of the large-scale campaigns that was launched to celebrate this historic milestone. Its campaign aimed to empower the members of the queer community to live a dignified life with acceptance and pride. It lent a medium to a community whose voice was buried for generations. It brought to light the discrimiation they face every day and reminded them how they always ‘had a place in our hearts.’ <div type="Youtube" id="-p8DFP1Tn1s" title="Times Out &amp; Proud" thumbUrl="https://i.ytimg.com/vi/-p8DFP1Tn1s/mqdefault.jpg"></div> OkCupid’s #LoveAtFirstPride Another brand that celebrated striking down of article 377 in 2018, OkCupid, digital campaign #LoveAtFirstPride acknowledged love beyond binary identities. The idea behind the campaign was to cherish the freedom for all gender identities and this has been captured in the video with the LGBTQ community answering questions like ‘How much would you reveal about yourself on a first date? ,‘What are your views on moving on with your partner?’ and ‘What are your thoughts on PDA?’. The campaign was launched in the middle of the pride month and in less than a week, it received an overwhelming support of over a million individuals spread across platforms. The campaign is aimed at spreading the message of equal representation of different sexual orientations. <div type="Youtube" id="IwDW6x0bezs" title="OkCupid’s #LoveAtFirstPride is a Shout Out to Every First Stride Taken With Pride" thumbUrl="https://i.ytimg.com/vi/IwDW6x0bezs/mqdefault.jpg"></div> While all these ads revolutionised the industry in their own ways, legacy brands still shy away from including LGBTQIA+ community in their functional ads or an everyday sales ad. ‘Sexuality’ is still used as a plot twist in ads when we should be moving beyond tokenism and to normalise it further, we need to start including them next to a cis gender couple.

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