Bengaluru : 'Myntra' announces the launch of ‘Go Myntra-la-la’, a brand campaign that brings alive the joyful experience of shopping for fashion on the brand’s platform. The campaign kicks off with an ad film starring Myntra’s first official brand ambassadors, ace cricketer Virat Kohli and leading Bollywood actor Anushka Sharma. 

The film taps into music as a key element and delivers a musical anthem for 'Myntra', an acoustic identity that will be an asset for the brand henceforth. The tune symbolises the joy of shopping for fashion on 'Myntra' and the music is adapted from La Vern Baker’s famous song 'Tra – la – la'.

The campaign thought was inspired by Myntra’s vision to offer an online shopping experience for fashion that is as enriching and offers an unmatched user experience with hi-tech features that go beyond the act of adding items to a cart by delivering the joy of discovery, inspiration, experimentation and social experience. The narrative strings together various features and propositions like Visual Search- that allows users to click a picture of any merchandise and search for it on the Myntra platform; category stores like Sneaker Store that allows for relevant category curation; Try & Buy- which enables users to physically try out multiple clothes from the comfort of their home before making the final purchase; personalized stores for a more involved shopping experience; and finally Myntra Insider- the brand’s loyalty program.

Amar Nagaram, Head, Myntra-Jabong, said, “Myntra has transformed the overall dynamics of the online fashion industry by offering shoppers unmatched experiences. Technology is enabling us to understand consumers and their fashion needs, resulting in the development and implementation of several innovative features and conveniences on our platform, which have been highlighted vividly in this new campaign.”  

“The association of Bollywood and Sports with fashion needs no introduction and hence having Virat and Anushka as the face of this new campaign will enable us to build strong brand salience and establish the joy and convenience of shopping on Myntra,” he added