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. Virat and Anushka represent the young, confident and successful India of today hence a great choice as ambassadors for a new age brand like Myntra.
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.
According to the 2018 Duff & Phelps celebrity brand valuation report, ‘Virushka’ are the biggest ‘power couple’ in terms of brand promotions after Deepika Padukone and Ranveer Singh.
“Virushka bring together the top two passions of the country -- entertainment and cricket. Brands have more media to select, both from films as well as cricket properties, especially if they have big budgets. They bring a lot of freshness and youthful exuberance to a brand. Both these personalities individually are also doing well in their respective careers, which further elevates their appeal as a couple. Brand endorsements have a youth bias where deals are unfairly stacked up towards young celebrities and, therefore, Virushka also have an edge as they are both young professionals with a fair number of years on their side