Myntra, the fashion e-commerce company has launched a new campaign for the 12th edition of its flagship biannual event, End of Reason Sale (EORS). EORS is held between June 19 and June 22, which brings the largest collection of national and international brands with an exclusive price and offers.
As part of this EORS campaign, Myntra has launched three 20 second short TVC with featuring Bollywood actors Hrithik Roshan & Sonakshi Sinha and Tollywood actress Samantha Akkineni. The film highlights the features of EORS with a short, but punchy narrative. Rather than just mentioning the sales event, Myntra highlighted its deals, fashion, brand, and style proposition with the experience of 11 editions of EORS.
These 3 TVCs will be rolled on all leading national and regional channels, including digital and social media platforms of Myntra.
The Ad is scripted like the protagonist doing a mock rehearsal for the EORS TVC. They are practicing the words and phrases like India’s biggest fashion sale, deals, brands, and safety until it is perfected. In the end screen, there is an attractive display of ‘Myntra Herald’, with a unique EORS clarion call played out by two women mascots that signal the arrival of EORS, amid shout-outs and visuals of offers and brands.
Three TVCs have a similar storyboard of practicing protagonists. Sonakshi and Samantha add a touch of Hindi and Tamil and Telugu to their respective scripts.
The famous musician and composer, Rupert Fernandes composed the tune of the clarion. It will be used as a signal of the arrival of all future editions of EORS.
In addition to the TVC, the campaign also collaborated with other celebrities associated with Myntra through their brands. In the current edition, there are more than 60 such influencers, who will put up videos on their social handles, talking about EORS. Top influencers such as Aashna Shroff, Santoshi Shetty, Karron Dhinggra and Nikhil Kandhari are set to create content for 40 hero products, which is shoppable in this sale.
The EORS also have exciting benefits like ‘price reveal’ and ‘early access’, for Myntra Insiders and members of Myntra’s loyalty programs. There is also a ‘gamification’ feature that enable the customers to win prizes through playing various games.