Project Overview:

The "Myntra for Her" campaign, aligning with Women's Day, aims to celebrate and empower women by showcasing their individuality and diverse styles. The campaign focuses on promoting Myntra's wide range of fashion products, including Dresses, Tops, T-shirts, Kurtas, Kurtis, Footwear, Bags, and Accessories, through appealing discounts and offers. Emphasizing Myntra’s commitment to inclusivity and diversity, the campaign features a blend of bold and soft design elements, empowering copy, and a fashion shoot that highlights diverse representations of women. The user experience is refined through detailed personas and user testing, progressing from low-fidelity to high-fidelity designs. The overall strategy includes targeted marketing through various channels and analytical tracking to ensure the campaign resonates with the audience and meets commercial objectives, all while staying true to the empowering message of "Myntra for Her: Celebrating Every Woman's Unique Story.

• Campaign Theme: "Myntra for Her: Celebrating Every Woman's Unique Story."
• Art Direction: A blend of bold visuals and soft palettes to symbolize strength and femininity.
• Copywriting: Empowering, inclusive, and celebrating the beauty of being unique.

Objectives:

1. Main Goal: To launch the "Myntra for Her" campaign, emphasizing individuality and empowerment in alignment with Women's Day, while promoting Myntra's diverse fashion categories.
2. Sales Focus: Highlight Myntra's range of products (Dresses, Tops, T-shirts, Kurtas, Kurtis, Footwear, Bags, Accessories) with attractive discounts and offers.

Challenges:

• Brand Alignment: Ensuring the campaign reflects Myntra’s brand values and connects with its audience.
• Diverse Appeal: Crafting a campaign that appeals to a wide range of women, honoring their individual styles and preferences.
• Effective Promotion: Strategically promoting discounts and offers without overshadowing the campaign’s empowering message.

Scope of Work:

1. Concept Development:
   - Sharpen the campaign's focus on individual stories and style choices.
   - Tailor content to resonate with Myntra’s diverse customer base.
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2. Art Direction and Styling:
   - Develop visual concepts that embody both the diverse range of products and the essence of Womanhood.
   - Plan a fashion shoot that captures the spirit of "Myntra for Her," highlighting diversity and inclusivity.
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3. Fashion Shoot:
   - Feature models representing various demographics.
   - Showcase Myntra’s products in a way that emphasizes personal style and choice.
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4. Mood and Design Language:
   - Create a mood board with a mix of vibrant and subtle tones, modern typography, and imagery that celebrates women.
   - Align the design style with Myntra’s branding, ensuring it appeals to the target
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5. Look and Feel:
   - Vibrant, relatable, and aspirational.
   - Visual elements that reflect diversity, empowerment, and fashion-forward thinking.
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6. User Personas and Testing:
   - Develop detailed personas based on Myntra's diverse user base.
   - Conduct user testing to refine the campaign’s appeal and usability.
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7. Low-Fidelity to High-Fidelity Design:
   - Progress from basic layouts to detailed, responsive designs for web and mobile platforms.
   - Incorporate feedback at each stage to refine the user experience.