Myntra: OUTSMARTing the jacket with India’s first ‘editorial’ advertisement

Myntra, an online Indian retailer, increased sales during its End of Reason online sale by launching a series of newspaper articles that took readers closer to the sale with each page turn.

The communication goal

Myntra's End Of Reason(EORS) is India's biggest online fashion sale. This 4 day biannual event accounts for 35% of Myntra's top line and hence, is pivotal to the business.

The communication goal was to build awareness for the sale. However, with the time-limited and transactional nature of a sale event, the window to create high awareness was extremely short.

Moreover, it was imperative to provide momentum for day one of the sale as it immediately builds traction that determines the trajectory of overall success.

Hence, generating website traffic spike on day one of the sale was going...

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