Walmart-owned Myntra has roped in Indian captain Virat Kohli and Bollywood actress Anushka Sharma as the online fashion company's first official brand ambassadors. The duo would help the company launch a brand campaign for shopping on the firm's e-commerce platform. This is the largest ever brand campaign for Myntra where it is targeting to reach over 100 million potential customers.
According to the reports Myntra said the campaign was inspired by the company's vision to offer an enriching online shopping experience for fashion and provide a user experience with hi-tech features that go beyond the act of adding items to a cart.
This campaign strings together various features like visual search that allows users to click a picture of any merchandise and search for it on the Myntra platform. There are other features such as 'Sneaker Store' that allows for relevant category and 'Try and Buy' which enables users to physically try out multiple clothes before make the final purchase.
"The association of Bollywood and Sports with fashion needs no introduction and hence having Virat (Kohli) and Anushka (Sharma) as the face of this new campaign will enable us to build strong brand salience and establish the joy and convenience of shopping on Myntra," said Amar Nagaram, Head, Myntra-Jabong
Myntra has launched an integrated campaign called 'Go Myntra-la-la' which will be promoted across television, print, digital and outdoor. The television campaign, created by advertising agency McCann Worldgroup, Bengaluru, features the couple sporting a variety of apparels and accessories from the site.
This is would be the couple's second big brand endorsement deal after men's ethnic wear brand Manyavar, which they have been associated with since 2017.
