Creating conversations with consumers is our key objective: Achint Setia, Myntra


Myntra just released a new campaign named ‘Go For It,’ featuring brand spokespeople Kiara Advani and Samantha Ruth Prabhu, in keeping with the company’s positioning of being a fashion enabler. The commercial attempts to encourage buyers to try new trends and emphasises the significance of overcoming self-doubt by taking a bold step forward. According to Achint Setia, Head of Marketing & Social Commerce at Myntra, the company has been telling stories in India intending to democratise fashion, not only in terms of access to it but also in terms of fashion expertise. 

The concept revolves around the freedom of speech, the freedom to overcome your inhibitions and take that self-confidence stride that only you can do. “We got this insight that there is always this tiny bit of hitch or inhibition, regardless of who the consumer is,” he continued. The notion was that all you had to do was try it; if you don’t try, you’ll never know, so Myntra acts as an enabler, urging you to take the plunge and to make the decision for yourself.” 

The Myntra campaign metrics consist of standard brand objectives that must be met. The goal, like with any campaign, is to build and strengthen brand equity with consumers while also creating meaningful dialogues with Myntra customers across all strata and geographies. “There will be a lot of social content coming around the mother films where we’ll talk about the sentiments and experiences of customers from all walks of life. So, given the type of company we are, the other major goal for us is to start discussions. Finally, any campaign’s success is measured by a set of measures, such as obtaining new users from the same or other markets, or increasing repeats from our existing group of users, hence improving stickiness to the platform “says Setia. 

“It’s a lot of hard work,” Setia remarked about how the brand manages to incorporate all of its ambassadors throughout campaigns. The first is that when we onboard people, we give them a thorough explanation of why we are onboarding them, what we expect them to do for us, and how we might assist them in their thinking process. Once it is in place, ensuring that every piece of information is sent out, whether it is a brand campaign or a huge sale event campaign, becomes relatively easy for us to align everyone.”  

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