Myntra, India’s leading online fashion portal, is bringing
its flagship End of Reason Sale once again starting January 3, 2017. This is
the fifth edition of the landmark sale. It lasts up to January 5, 2017.
Just when you think all the festivals and celebrations are
over with the year coming to a close, the Myntra sale, coming as it does at the
start of a new year, brings a whiff of hope and excitement with it. What’s
more, the sale promises to deliver everything your heart desires with its
tagline: “Jo chaho milega, jab Myntra ka sale khulega” (meaning whatever you
want you can have, when the Myntra sale opens).
Around 1800 top Indian and international brands with their
latest winter collections are part of the sale, which expects about 10 million-plus
customers to come online to shop and create a new wardrobe for the New Year. To
participate, customers of Myntra can shop through the Myntra mobile app, the
Myntra mobile website and the Myntra website on the desktop.
Last year’s sale, the fourth edition of EORS, had helped
Myntra log over two million item orders at the conclusion of the first day of a
two-day sale. In the run-up to the opening of the sale last year, Rs 700 crore
worth of products were added to the EORS wishlist. The wishlist is a special
feature associated with the event. Potential customers have to hurry up and
fill their wishlist with their favourite styles, so they don’t miss any extra
offers.
One can expect up to 80% discount on the largest range of
fashion clothing. An extra 5% discount can be availed on every purchase if a
customer pays with a Myntra gift card.
Myntra has also introduced gamification during the EORS
sale. The game, available on the Myntra app, allows one to play, accumulate
points, and win early access to the sale. There are many other innovative
activities, like the Mannequin Challenge, which can be used to uncover the
prices of products.
By now, most people must have spotted the Myntra ad at least
once. The ad features both P V Sindhu and Hrithik Roshan. While the Olympic
champion and ace shuttler is seen tackling two players across the net even as
she prefers to browse through he Myntra App, the Bollywood star is seen in his
branded clothing lien HRX, jogging and giving a shoutout about the sale dates.
The 35-second ad tells shoppers to get ready for the
ultimate sale. It encapsulates the secret fashion desires of people, and helps
to build excitement. The commercial can be spotted on top TV Channels, while the
marketing campaign for the sale is spread across print, radio, digital and social
media. On the digital front,, besides the game, Twitter has seen Indian off-spinner
R Ashwin doing his bit for the sale.
The TVC has been conceptualized by Happy Creative and
directed by Razneesh Ghai. Kartik Iyer, CEO, Happy Creative Services, had this
to say: “Working with Myntra on their EORS campaign has always been exciting,
with the sale growing by leaps and bounds every season. The aim has been to
build excitement around the most awaited fashion sale in the country.”
On the campaign, Gunjan Soni, CMO & Head, International
Brands Business, Myntra, said, “EORS
has emerged as the most sought-after fashion sale event in the country.
Through this campaign, we are reaching out to our existing and new customers,
urging them to prepare and make the most of the three-day sale.”
Gunjan Soni added, “The size and reach of our marketing
campaign for the upcoming ‘End of Reason Sale’ is unprecedented. We have come
up with an array of innovative activities to engage with our customers. We are
doing a take on the Mannequin Challenge to reveal prices of products, gamification
to drive traffic and a focused regional push on digital.”
