MUMBAI: Myntra.com, an e-commerce company, has launched a new brand campaign that focuses on the theme “Real life mein aisa hota hai kya”.

Conceptualised by Taproot India, the campaign was led by Taproot India chief creative officer Agnello Dias and managing partner Manan Mehta.

The campaign conveys a message that online shopping is more convenient. There are story lines like - ‘no waiting queues but the virtual service waiting for you’ and ‘product trials at the comfort of your home’.

The online shopping portal seeks to expand their customer base even further with this new campaign.

Directed by Prashant Issar, the ad film has been produced by Radhika Sawhney from Tubelight Films.

Dias said, "Myntra.com is clearly one of the country‘s most comprehensive online fashion stores. The idea was to communicate the unique benefits that Myntra.com offers by transposing those advantages on real life shopping which if possible would be quite an incredulous thing. But obviously, it‘s only possible on Myntra.com."

There was a considerable amount of confusion on whether Myntra.com was a fashion apparel brand or a fashion apparel destination.

"We were facing this dual challenge of not only establishing Myntra.com as an online shopping portal for fashion apparels and accessories, but also helping Indian consumers navigate
through their inherent inertias of shopping online,” Mehta averred.

The campaign aims to amplify the key product offerings – Cash on Delivery, Free Home Delivery and 30 Day Return Policy in a manner that reflects ease of shopping online and helps burst category barriers.

The television commercial showcases a real life depiction of youths shopping at a mall and extrapolating the same to an online scenario (showcasing the advantages of online shopping over offline). "With the establishment of the e-commerce industry, the greatest challenge is to educate and captivate the audience on the positives the realm holds. With a film that centers on perks of online shopping, we believe the message will be driven home", Myntra.com sales head and co-founder Ashutosh Lawania said.

Myntra.com’s product range includes merchandise from some of the world’s "most popular" brands and spans across categories from clothes to shoes to accessories.