Can virtual influencer Maya charm consumers into shopping on Myntra?

The Walmart-owned e-commerce platform kicks off the 18th edition of its biannual ‘End of Reason Sale’ with Maya and SRK.

Influencer marketing has been around for a when, but a relatively new development is now having India’s consumer marketplace by storm – the rise of digital influencers. For several yrs now, international manufacturers like Nike, Calvin Klein and Samsung, have flocked in the direction of this phenomenon. India followed match in January 2022, when it obtained its first digital influencer – ‘Kyra’.

And now, Walmart-owned e-commerce system Myntra has unveiled its initial digital vogue influencer – ‘Maya’.

Sunder Balasubramanian, main promoting officer, Myntra, shares, “Maya, a one of a kind agent of Myntra Manner Forward (FWD), will work as an influencer across social media. Along with this, ‘she’ will be a part of our social commerce piece alone in the Myntra Studio.”

“Maya will converse about various styles and trends. There will also be associations with various Myntra type squad influencers. Maya and our influencers will co-make traits and enable buyers to identify (tendencies), and also permit easier shopping ordeals.”

Myntra has introduced Maya, together with the 18th version of its biannual ‘End of Cause Sale’ (‘EORS’). Maya will be the ‘style hacker’ in ‘EORS-18’, supporting Gen Z to detect trends and presents. The electronic avatar goes by the ‘@maya_unlimited’ tackle on Instagram, and is imagined to be based mostly out of Bengaluru in Myntra’s digital universe.

Balasubramanian provides, “As pioneers in this space, we recognize the have to have to marry international breakthroughs with what’s trying to keep the following generation excited, and reimagine the landscape each and every now and then. Maya is set to turn out to be the supreme ‘style hacker’, location new benchmarks in the globe of fashion with her on-craze and experimental solution which is certain to acquire the hearts of fashionistas throughout the region.”

EORS-18 is set to start on June 1, 2023, with early accessibility for ‘Myntra Insiders’ a day previously, on Might 31. The searching carnival will be showcasing a wide collection of more than 6,000 brand names and two million models.

As for every the brand name, Maya will handpick her favourites from EORS-18, and will also share the most popular FWD developments on her Instagram handle, providing the audience a glimpse into the next-period of merchandise tips.

In accordance to the ‘Virtual Influencers Study 2022’, 58% of the respondents stick to at the very least 1 digital influencer. Furthermore, 27% abide by these influencers for their content material 19% and 15% follow them for their storytelling and skill to inspire, respectively.

Myntra seems to be on an AI-pushed spree, as it recently launched MyStylist, which functions as a private stylist to customers. The brand name also rolled out MyFashionGPT, which makes it possible for individuals to lookup in a conversational manner, rather than just search term lookups.

“These parts let men and women to not only see far more range and thrilling offers, but also learn it in a way that’s most appropriate for them,” suggests Balasubramanian.

“On the tech facet, we have enabled vernacular lookup, where shoppers can appear in and lookup for regardless of what they request, in terms of designs and fashion, in around 11 languages.”

How critical is EORS for Myntra?

In accordance to Balasubramanian, EORS is incredibly critical for the model.

“The occasion enables far more and more Indians to arrive and make branded manner possibilities. EORS will usually get a large concentration, in terms of how to commit in it – whether or not it’s a marketing marketing campaign, tech-initial initiatives, or just the total company that we want to supply to our buyers.”

From men’s informal use, to women’s attractiveness and personal care, to youngsters don, soon after each and every 6 months, Myntra drives a broader range and features for everybody during EORS.

“Last calendar year, we focussed on beauty and own treatment strategically. This year, from a collection position of view, we’re undertaking 100% a lot more than what we did for very last year’s EORS. This 12 months, you will see much a lot more exhilaration, in conditions of offers and promotions,” informs Balasubramanian.

The brand has roped in the superstar Shah Rukh Khan (SRK) as the confront of EORS-18.

Khan will be observed in a collection of captivating advertisements, with a aim on the interesting and disruptive constructs of Myntra’s EORS-18. The campaign will be amplified extensively by way of multimedia channels – foremost up to, and in the course of, EORS-18. Khan will be obvious on the application, to even further garner the audience’s awareness.

Chatting about the affiliation with Khan, Balasubramanian, states, “SRK is among the the number of iconic celebrities whose reputation is familiar with no boundaries and transcends age groups.”

Whilst the brand’s main aim has constantly been Gen Z, in its previously associations, it partnered with the likes of Ranbir Kapoor, Anushka Sharma, Virat Kohli, and so on.

What manufactured the manufacturer pick out Khan this time all-around?

Balasubramanian suggests that Khan is an individual who just can’t be excluded from any section or any cohort.

“He’s as considerably a Gen Z superstar as he’s a millennial celebrity, or any other celebrity.”

“We’re chatting to anyone for EORS-18, from a Gen Z to millennial, in metros to non-metros, Tier-II/III towns. We have an ambassador who conveys the brand’s information to all cohorts. He’s cherished by all. He’s revered by audiences throughout all cohorts,” provides Balasubramanian.

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