 "With 'Live for likes', social validation scores high in Myntra's newest ad")
Fashion portal Myntrahas unveiled its latest campaign, conceptualized by Lowe Lintas Bangalore. The campaign revolves around the theme ‘Live for Likes’, stemming from the insight that people spend a significant amount of time online, sharing, posting and liking; the need for social validation on the internet is increasing on people’s list of priorities, rapidly.
[caption id=“attachment_88216” align=“alignleft” width=“380”] A grab from the film[/caption]
Speaking about the campaign, Vikas Ahuja, chief marketing officer, Myntra said, “These days, people try to look their best while sharing pictures of themselves - often it is as important, or more important, to look good online as it is in real life. ‘Live for Likes’ is a well conceptualized campaign where our creative team Lowe has tapped into this insight and married it with the key role that fashion plays in helping people look good. The TV commercial is very fashionable and stylised, has a peppy, foot-tapping music track, and is aspirational yet relatable to the youth.”
The film begins with a girl receiving a Myntra package at her doorstep. The jingle speaks of lemon yellow pumps, a lacy dress, a hat and a fluffy cat, after which the girl takes a selfie and posts it on her social network. Cut to the scene where a girl sporting a sequined top and dangling earrings does the same - click a selfie. The jingle says “And that is how you get your likes”, while both girls are shown to be posing in different ways to get that perfect picture for likes on the internet. The ad focuses on more such youngsters with an ensemble for the perfect photo that will get them the desired likes.
Watch the ad here:
Speaking about the campaign, Rajesh Ramaswamy, executive creative director, Lowe Lintas said, “We’ve all done some crazy things to get likes and we wanted to bring that insight alive. It had to be relatable, but at the same time also fashionable; a difficult balance to maintain. We are really happy with the way Vishwesh from Corcoise managed this. He’s new, raw and has a great sense of storytelling and aesthetics.”
Sharing his thoughts on the campaign, GV Krishnan, executive director, Lowe Lintas Bangalore said, “While a whole lot of fashion players have built their brand in the offline space, as an online e-commerce player we saw an opportunity to create a brand which could own fashion that makes you look great online. The idea ‘Live for Likes’ allows us to connect with the youth and their fashion sentiment online, which was endorsed whole-heartedly by our client.”
Credits
Campaign: Live for likes
Client: Myntra.com
Agency: Lowe Lintas
Creative team: Arun Iyer, Rajesh Ramaswamy, Lohith Chengappa, Carl Savio, Sooraj Pillai, Ruchira Singh, Gopi Krishnan
Account management and business development: GV Krishnan, Anand Narayan, Kunal Madhavdas, Pritika Gupta
Planning and strategy: Vishal Nicholas, Russell John
Production house: Corcoise Films
Director: Vishwesh Krishnamoorthy
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