Reason To Road

Challenge

Myntra's most profitable brand-Roadster, was under threat. Contributing to approximately 8% of Myntra’s revenue, Roadster, a casual apparel brand privately owned by the fashion ecommerce platform, had to grow within the app. With over 3 million customers, Roadster needed to draw new customers to the app to drive revenue growth.

Inspiration

In 2016, Roadster launched its brand campaign with ‘The Road is waiting’, inspiring people to hit the road and step outside the comfort of their home. The campaign resonated well with audience but didn’t give them a reason to become their apparel partner of choice. Roadster needed communication that could:

1. Create brand aspiration for old as well as new consumers

2. Drive growth by giving consumers more reasons to engage with the brand

Idea

Roadster’s earlier communication had celebrated the philosophy of love for travel and now required to build off that and venture into love for experiences when travelling.

Travel, meant multiple journeys (to each their own) and these multiple journeys could become the multiple reasons for people to interact with the brand giving birth to the ‘Reason to Road’ commercial.