Campaign details

Brand: The Roadster Life Co.
Agency: Brave New World Communications Pvt. Ltd.
Country: INDIA

Marketing Context

The Roadster Life Co. is a private label from Myntra, India's leading online fashion destination. Built exclusively through online sales, Roadster is the fastest apparel brand to reach USD $78m in less than five years of inception. With a year-on-year growth of 80%, Roadster saw over 2.5 million unique customers buying into the brand since inception, contributing to 9% – 10% of Myntra's business, with a 40% repeat rate. Roadster competes with legacy global brands like Lee, Wrangler and Levi's. All of this, despite being a brand which was distributed through Myntra platforms alone. However, in an increasingly digital world, 85% of Indian customers still prefer offline shopping. The best and the first foot forward was to have an offline digital experience store that lets customers, not only experience products looked like but also experience the surrounding brand ethos in a personal way. 

Campaign Planning