Myntra Design: Welcome to the world's first ever in-app reality show!

Media company Wavemaker increased TOM and overall views for Myntra Design Pvt Ltd, an online fashion destination, by creating a reality TV show only accessible through the Myntra app.

The communication goal

Myntra is India's #1 online fashion destination.

While on one hand Myntra was expanding both category and business by acquiring new users, profitability depended on increased usage by loyalists. Increased usage, in turn, was a function of the platform stickiness, which in turn was linked to credible fashion expertise of the brand.

The challenge thrown at us was to help Myntra build credible fashion expertise that would form deeper audience-app-brand relationships leading to higher platform stickiness.

We had to make the Myntra app exciting, relevant and trendy.

The situation analysis

We looked at the Myntra app usage...

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