Myntra Influencer Marketing Strategies And Campaigns

Explore effective Myntra influencer marketing strategies that deliver results. Uncover how influencer partnerships enhance brand awareness, drive engagement, and boost sales. Get inspired with actionable insights to elevate your own marketing efforts.

Attracting people to a platform offering a unique range of products that cater to specific needs isn’t too difficult. However, entering an already competitive e-commerce market and redefining how people perceive online fashion shopping requires an exceptional marketing strategy—and that’s exactly what Myntra achieved.

Founded in 2007, Myntra started as an Indian startup focusing on personalized gift items but later transitioned into one of the largest online fashion and lifestyle platforms in India. Instead of simply marketing its platform as another shopping website, Myntra positioned itself as a trendsetting destination for stylish, affordable, and diverse fashion. At a time when online shopping was dominated by limited choices or uninspiring designs, Myntra disrupted the market with its curated collections and exclusive brand collaborations.

What began as a platform for gifting personalized items has grown to become a leader in fashion, offering everything from clothing and footwear to accessories and lifestyle products. Myntra’s innovative approach has made it a favorite among shoppers seeking quality, variety, and style.

Myntra Market Share in India

In March 2024, India accounted for approximately 90% of Myntra’s monthly website visits, highlighting its strong domestic presence. In contrast, the United States contributed around 6% of the platform’s website traffic during the same period.

Distribution of Myntra's monthly website traffic by country as of March 2024

Myntra’s Strategy: Using Influencers to Dominate the Fashion Market in India

Myntra has consistently employed innovative marketing strategies to establish itself as a leader in India’s fashion market. Among these, influencer marketing has been a pivotal tool, helping the brand create immense buzz and connect with diverse audiences. Myntra’s strategic collaborations with a variety of influencers and celebrities have elevated its brand image and expanded its reach.

By partnering with actors, fashion influencers, lifestyle bloggers, and social media icons, Myntra has successfully positioned itself as a trendsetter in the online fashion space. These collaborations have not only showcased Myntra’s wide product range but also emphasized its appeal to different customer segments.

Let’s explore three key examples of how Myntra’s influencer marketing strategies contributed to its success:

1. Myntra x Kiara Advani (#TrendIRL Campaign)

The #TrendIRL (Trend in Real Life) campaign by Myntra, featuring Bollywood star Kiara Advani, celebrated real-life trendsetters inspired by Myntra’s fashionable offerings. Highlighting its position as the go-to destination for the latest styles, the campaign showcased how Myntra empowers individuals to embrace trendy, bold looks in their daily lives. Through engaging short films, Kiara donned stunning ethnic and western outfits, inspiring admiration and curiosity about her fashion choices, ultimately linking them back to Myntra.

This campaign reinforced Myntra’s brand ethos of self-expression and style evolution while engaging its millennial and Gen Z audience. Kiara’s association as a fashion icon amplified the campaign’s impact, making Myntra synonymous with trendy, accessible, and diverse fashion for everyone looking to "trend in real life."

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2. Myntra x Ranbir Kapoor (#BeExtraordinaryEveryday)

The #BeExtraordinaryEveryday campaign marked Myntra’s collaboration with Bollywood superstar Ranbir Kapoor, highlighting its commitment to redefining everyday fashion for men. This campaign positioned Myntra as the ultimate destination for accessible yet stylish branded fashion. Kapoor, celebrated for his classic and effortless style, resonated with the brand's ethos of empowering individuals to elevate their daily looks with confidence and panache.

By teaming up with Ranbir Kapoor alongside other celebrities like Kiara Advani, Myntra strengthened its influence across diverse demographics. The campaign also engaged top influencers to create relatable and engaging content, fostering connections with audiences in metros and non-metro cities alike. This strategic partnership not only amplified Myntra's visibility but also reinforced its leadership in the fashion e-commerce space.

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3. Myntra x Tamannaah Bhatia (#BeExtraordinaryEveryday)

The #BeExtraordinaryEveryday campaign featured Tamannaah Bhatia alongside Vijay Deverakonda, showcasing how Myntra’s fashion helps individuals transform their style effortlessly. The campaign highlighted the brand's commitment to making fashion accessible while inspiring people to elevate their everyday looks with confidence. Tamannaah’s role emphasized Myntra’s connection to southern audiences and her widespread appeal across the country, aligning perfectly with the campaign's goal of making style an everyday statement.

Tamannaah’s involvement included engaging content that brought the campaign to life, including a behind-the-scenes glimpse of her shooting for the ad. This added a personal touch, reflecting her dynamic persona and deep connection with fans. The campaign not only amplified Myntra’s reach but also solidified its position as a leading destination for trendy and affordable fashion in India.

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4. Myntra x Virat Kohli (#BeExtraordinaryEveryday)

The #BeExtraordinaryEveryDay campaign marked a strategic move for Myntra by bringing cricketer Virat Kohli on board as their new brand ambassador. With Kohli’s effortless style and massive influence, the campaign aimed to connect with the audience through Myntra’s trendy and lifestyle-focused offerings. The 30-second ad film, launched across digital, TV, and social platforms, featured Kohli showcasing Myntra’s fashion collection, reinforcing the brand’s vision of helping individuals express their unique style every day.

The partnership with Kohli is a testament to Myntra’s goal of expanding its reach and resonating with millions of young fashion enthusiasts across India. His association with the brand not only elevates Myntra's credibility in the fashion space but also enables it to tap into his extensive fan base. With this collaboration, Myntra successfully strengthened its position as the go-to platform for stylish, affordable fashion, perfectly blending Kohli’s influential persona with the brand’s commitment to inspiring everyday fashion choices.

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5. Myntra x Shah Rukh Khan (#TrendIRL)

The #TrendIRL campaign by Myntra strategically positions the brand as the ultimate destination for discovering and embracing the latest fashion trends. Featuring Shah Rukh Khan as the face of the campaign, Myntra highlights its range of western wear trends, encouraging individuals to stay updated with the ever-evolving world of fashion. Through this collaboration, Myntra taps into SRK’s immense popularity and iconic fashion sense, which resonates with audiences across generations, making it the go-to platform for trendsetters.

Shah Rukh Khan’s effortless style and status as a fashion icon make him the perfect ambassador for Myntra. The campaign, which showcases SRK's chic outfits in everyday settings, inspires viewers to elevate their own fashion choices. Myntra’s partnership with SRK not only strengthens its position as a leader in trendy, accessible fashion but also emphasizes the brand's commitment to democratizing fashion for a diverse audience. This collaboration reflects Myntra's goal of encouraging people to express their individuality through style, with the #TrendIRL campaign bringing this message to life.

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Things Myntra Has Done Right With Influencer Marketing Campaigns

• Strategic Celebrity Partnerships: Myntra has consistently collaborated with high-profile celebrities such as Shah Rukh Khan, Kiara Advani, Virat Kohli, and Tamannaah Bhatia, ensuring they connect with diverse audience segments across various demographics. These celebrities bring their own massive fanbases, increasing Myntra's visibility and credibility.
  
  

• Campaigns Aligned with Audience Aspirations: Myntra’s campaigns like #TrendIRL and #BeExtraordinaryEveryday focus on empowering individuals to elevate their personal style. By using celebrities who are seen as style icons, Myntra reinforces its positioning as a brand that helps consumers stay on top of fashion trends and express their individuality.
  
  
• Multi-Platform Approach: Myntra’s influencer campaigns span across various digital platforms, including TV, social media, and online ads. This multi-channel approach ensures that Myntra reaches a broader audience, from metro cities to non-metro areas, making the brand more accessible to people nationwide.
  
  
• User-Generated Content (UGC) Integration: Myntra encourages customers to create content around the brand using specific hashtags like #TrendIRL. This fosters community engagement and turns the audience into brand ambassadors, further enhancing visibility and boosting consumer trust.
  
  
• Highlighting Lifestyle Over Just Products: Myntra's influencer campaigns focus not only on fashion products but also on lifestyle aspirations. For example, in their #BeExtraordinaryEveryday campaign, the brand emphasized how fashion can be a tool to elevate everyday life, promoting the idea that fashion should be accessible and relatable for all.
  
  
• Behind-the-Scenes Content: Myntra often shares behind-the-scenes videos from photoshoots or campaign shoots, showing the fun, casual side of influencers. This helps humanize the brand, making it feel more approachable and authentic to the audience.
  
  
• Fashion as a Personal Expression: By partnering with influencers known for their distinct styles, Myntra has emphasized the idea that fashion is a form of self-expression. This message resonates well with millennials and Gen Z, who prioritize individuality and uniqueness in their fashion choices.

Collaborate With an Influencer For Promoting Your Brand!

Are you ready to create new growth opportunities for your brand? Collaborating with an influencer can transform your marketing strategy and deliver incredible results. From product launches to exclusive campaigns, influencer partnerships are a powerful way to connect with your audience and amplify your brand's message.

Want to connect with a specific community? Partner with tech influencers in India to tap into a highly engaged, tech-savvy audience. Not sure how to start? A trusted influencer marketing agency in India can guide you through creating customized campaigns that align with your brand’s goals.

With the right influencers on board, you can build credibility, spark engagement, and enhance brand visibility like never before. Don’t miss the chance to make a lasting impression—get in touch with us today and let’s craft a winning influencer marketing strategy for your brand!