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The ad has no clear personality or proposition
The ad has no clear personality or proposition

Spot Light | Myntra.com

There is nothing in the communication that builds a proposition for Myntra.com

Ferry in the dark

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Swapan Seth

The national creative director, chairman and chief executive officer of advertising agency Equus Red Cell, Seth has 20 years’ experience in advertising and has worked on campaigns for brands like Taj Hotels, Deutsche Bank and Tata Steel, among others. He has also worked with a unit of HT Media Ltd, which publishes Mint.

Campaign

Taproot India’s television commercial for online store Myntra.com, with the tag line Ayega, ghar baithe payega (literally, shop from home), shows a huge parcel being carried across crowded streets by a large number of delivery boys. The parcel gets ferried across a river, over a bridge and through tiny lanes to arrive at its final destination. A mother-daugher duo open the door and find that the parcel opens up to reveal a huge store stocked with apparel and accessories from various brands. The voice-over says, you don’t need to step outside when you can shop at home.

Your first thoughts on the campaign?

A tad bit “ho hum", if you ask me—strategically off. The fact that if you shop online you don’t have to step out of your home is true of online shopping as a category. There is nothing in the communication that builds a proposition for Myntra.com. When you are strategically off to start with, things only go southwards from there.

In a category like e-commerce, companies are largely trying to introduce consumers to online shopping. Does this campaign do the same?

Online shopping has been here for years. It’s time they started building brands and not categories. All these guys—Myntra.com, Jabong.com and Freecultr—are fuzzy. There are no clear personalities or propositions.

E-commerce as a category in India has seen some interesting campaigns, from Flipkart’s kids to Jabong.com—how does this fare?

Like a nice ferry in the dark.

What would you have done differently?

I would have dug deep for a value proposition that was unique to the brand per se.

Any other campaigns within the e-commerce category either in India or internationally that have caught your attention?

The campaign for Bhane.com. They epitomize unfettered cool and an unpretentious personality. And they don’t fritter away investor’s money by doing commercials for the sake of doing them.

As told to Suneera Tandon.

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