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...

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