One of the latest ads from Myntra, titled Myntra Unforgettables With Novi, features Novi, a home-maker from Aizawl, Mizoram, the wife of a doctor and the mother of two daughters. Her connect with Myntra is that she is a passionate shopper on India’s leading fashion e-portal.
Novi’s tryst with Myntra goes back to the very first edition of Myntra’s End Of Reason Sale (EORS) three years ago. Ever since, she has continued shopping on Myntra during every edition of EORS, especially for her daughters, one of whom she calls a “fashion diva” and the other, “the wise one”.
Like most mothers, she primarily shops for her kids. In Novi’s case, she is always in search of the latest styles to make her girls look good. Novi recalls how her daughter Aria’s first dress had also come from Myntra as she bought the dress thanks to the door-to-door delivery started in her city by Myntra.
Thus, began her three-year tryst with Myntra. From the very first edition of the End of Reason Sale (EORS) three years ago, Novi began shopping for fashion products online. What started as a personal interest, soon spread to other members of her family, making EORS a huge part of her life.
As Novi puts it, fashion means a lot more than clothes. When people wear good clothes, they feel good, so fashion implies happiness.
The three-minute ad film featuring a customer is a first for Myntra. The ad shows Novi narrating her story herself. She shares how she loves being a part of fashion trends and wearing well-known brands.
The short film opens against a beautiful backdrop of hilly Aizawl, with dark monsoon clouds. As Novi says, she lives in “heaven”, the place having an old-world charm yet a new-age vibe as well. However, despite the hurdles posed by the season as well as the mountain terrain, the ad shows a Myntra delivery boy bringing Novi her parcels safely. Neighbours spot her receving her parcel and tease her about shopping again.
Novi shares how the EORS has become a tradition in her family now, with everyone shopping to their heart's content during the sale. Her family , she says, is the kind that sticks together, celebrating life’s great moments and coming together when things go wrong.
The film closes with the family celebrating an older person’s birthday, by gifting her a parcel from Myntra, and everyone sitting around and singing together.
So, how did Myntra zero-in on Novi? Thanks to Myntra’s data-led insights, Novi was revealed as Myntra’s most consistent shopper, especially during every EORS each year. By honouring her and celebrating her as one of its most valued customers, Myntra also managed to make a connection with its customers in a unique way.
Myntra uses the Artificial Intelligence (AI) at its disposal to process fashion data as well as predict trends. The foremost objective of using AI for a popular online e-portal like Myntra, of course, is personalisation. In the words of Ajit Narayanan, former Chief Technology Officer, Myntra, "We start with personalization—it is key. If you have enough and more collection, clutter is an issue. How does a customer get to the product that they want? We want to give them precisely what they are looking for."