“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.

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.”

On the buzz around AI, Balasubramanian said the brand wanted to study the problems or barriers with this new technology before getting on to the bandwagon - “what are the problems and barriers, when the consumer is looking at your platform and what are the different ways to solve it”.

Asked about the media mix for the EORS campaign, the CMO said they would be banking heavily on TV for reach and influencers for call-to-action purposes. In the coming future, the platform has many such things in store with celebrities, influencers as well as marketing initiatives.”