Myntra, the Walmart-owned e-commerce platform, has introduced its first virtual fashion influencer named Maya, coinciding with the launch of the 18th edition of its biannual ‘End of Reason Sale’ (EORS). Maya, operating as an influencer across social media and a part of Myntra’s social commerce platform called Myntra Studio, aims to co-build trends and facilitate easier shopping experiences for users. The virtual avatar, represented by the handle ‘@maya_unlimited’ on Instagram, is imagined to be based in Bengaluru within Myntra’s virtual universe.
Sunder Balasubramanian, the Chief Marketing Officer of Myntra, stated that Maya would serve as the ultimate ‘style hacker’ by setting new fashion benchmarks and catering to the preferences of fashion enthusiasts across India. Maya will curate her favourites from EORS-18 and share the latest fashion trends from Myntra Fashion Forward (FWD) on her Instagram handle, providing a glimpse into the next phase of product recommendations.
Virtual influencers have gained significant popularity globally, and India joined the trend in January 2022 with its first virtual influencer, ‘Kyra.’ Myntra’s introduction of Maya reflects the brand’s focus on staying at the forefront of global advancements and catering to the excitement of the next generation. It aligns with Myntra’s recent AI-driven initiatives, such as MyStylist, a personal stylist for users, and MyFashionGPT, which enables conversational mode searches for fashion products.
EORS holds great importance for Myntra, according to Balasubramanian. The event plays a vital role in enabling more Indians to make branded fashion choices, and the company invests in marketing campaigns, tech-first initiatives, and overall service improvements to enhance the EORS experience for consumers. With each edition, Myntra offers a wider selection and attractive deals across various categories, ranging from men’s casual wear to women’s beauty and personal care to kids’ wear.
For EORS-18, Myntra has enlisted the renowned superstar Shah Rukh Khan (SRK) as the face of the event. Khan will feature in captivating ads that highlight the exciting and disruptive aspects of Myntra’s EORS-18. The campaign will be extensively amplified through multimedia channels leading up to and during the event, with Khan’s presence on the app further engaging the audience.
Balasubramanian emphasized that SRK’s popularity spans across age groups and makes him an ideal choice for Myntra’s diverse audience, which includes Gen Z, millennials, and customers from metros as well as Tier-II/III towns. Previous brand associations included celebrities like Ranbir Kapoor, Anushka Sharma, and Virat Kohli, but Khan’s appeal and widespread recognition among different cohorts led to his selection as the ambassador for EORS-18.
