Paper on Myntra

http://www.campaignindia.in/Video/305064,myntracom-drives-home-benefits-of-buying-online-in-new-campaign.aspx

Myntra.com has unveiled two new TVCs which underline the advantages of shopping online, on the portal.

The television commercials created by Taproot India went on air on 11 June, and are built around the theme 'Real life mein aisa hota hai kya'.

The first TVC shows three friends (two boys and a girl) entering a crowded apparel store. One of the boys looks for the assistance of a salesman. Immediately, the crowd clears out to provide them space - and a sofa to get comfortable on. A salesman responds to their asking for something 'blue', by displaying all the blue-coloured apparel available at the store. One of the men in the group of three shoppers says its for his female friend. Even before the statement has been completed, the salesmen display a range of women's apparel. The lady picks one, at which point the salesman says he will get it sent to her house. The friends then inquire about payment, to which they are told they can pay on delivery. The girl's next query is about a trial of the top, to which she is told she can try it at home and exchange it if she doesn't like it. This leaves the trio shocked and the film ends with a voice over introducing Myntra.com's free home delivery, exchange and cash-on-delivery services.

Another 25-second TVC shows a man inside a store which sells sunglasses looking to return a pair of shades. The shopkeeper recollects that his customer had visited the store the previous week and inquires whether he liked his purchase . The customer replies saying he liked it, but he didn't get the 'feel'. The salesman says, "Goods once sold can be returned" and returns the money to the astonished customer. The film ends with a voice-over that introduces Myntra.com's 30-day return policy.

Commenting on the campaign, Agnello Dias, chief creative officer, Taproot India, said, “Myntra.com is clearly one of the country's most...