Sunder Balasubramanian, CMO of Myntra, talks to us about roping in fashion icons like SRK and Kiara for its latest campaign and how the brand keeps experimenting to stay relevant with consumers
“The role of celebrities is critical for fashion and beauty,” asserts Sunder Balasubramanian, the CMO of Myntra. He was speaking to e4m on the e-commerce platform’s recent campaigns for its End of Reason Sale (EORS).
Myntra has roped in Shah Rukh Khan and Kiara Advani to promote the same with a set of quirky ad films.
“In the fashion industry and when you talk to consumers at large, the role of celebrities is critical because that is aspirational for consumers to start with and when they start thinking of fashion choices, they say what does my favourite celebrity, wear and endorse which is different for many categories. Kiara has done multiple campaigns for us in the past, but when it comes to EORS, it plays an important role in democratizing fashion in the country.”
On getting SRK on board, Balasubramanian shared, “SRK is someone who resonates with every cohort, right from the GenZ to the millennials – men or women, whether urban or rural.”
The superstar will be featured in a number of commercials highlighting innovative features of Myntra’s EORS-18. The campaign will be promoted with multi-media amplification before, during, and after EORS-18. Myntra is banking on SRK’s fanbase for making the campaign big.
Talking about roping in celebrities from the South, Balasubramanian said, “For us as a brand, it is about associating with fashion icons everywhere.”
We also asked the CMO on the flak the brand received with some of its campaigns, alleging that it was spreading negativity. While many loved the humorous take on fashion in the films, a few questioned the morality.
Balasubramanian noted that people are welcome to perceive the concept but the brand is just trying to tap into the insights they have received on how people find their previous dressing habits funny.
The brand recently onboarded a virtual influencer – Maya – to talk to the GenZ audiences who are excited about the virtual universe.
Asked about having a virtual influencer when the brand already has been working with macro and micro-influencers, Balasubramanian said, “We are keeping pace with the changes in the world. For the GenZ, the digital avatar or the virtual world is part of their daily lives. Myntra has always been experimentative and always follows trends.”
