NEW DELHI: Flipkart's fashionable e-commerce platform, Myntra, announced Friday that it has named a couple of celebrities, Virat Kohli and Anushka Sharma, as the number one ambbadador of its brand.
or period of badociation. According to estimates by the celebrity management business, Myntra could sell more than ₹ 10 crore for the couple as a brand approval fee.
This is the couple's second approval contract after the Manyavar men's clothing brand, which they have been badociated with since 2017.
Myntra launched an integrated campaign called "Go Myntra-la-la" , which will be the subject of a television, print, digital and outdoor promotion. The television campaign, created by the McCann Worldgroup advertising agency in Bengaluru, showcases the couple sporting a variety of clothing and accessories from the site.
This is Myntra's largest campaign to date, reaching 100 million consumers through a variety of media platforms. said Amar Nagaram, head of Myntra-Jabong. "The Bollywood Association and the sport with fashion do not need to be introduced and having Virat and Anushka as the face of this new campaign will allow us to boost awareness." brand and to establish the joy and convenience of shopping on Myntra, "he added.  With a total brand value of approximately $ 200 million, Kohli and Sharma form a powerful couple that collectively supports approximately 40 brands such as Head and Shoulders, Pepsi, Celkon, Boost, Audi, Fastrack, Nivea, Puma, American Tourister and Uber. .
According to the evaluation report of the celebrity brand Duff & Phelps of 2018, Kohli and Sharma, or "Virushka", are the most important "power couple" in terms of promoting the brand after Deepika Padukone and Ranveer Singh. 19659002] The report defines a couple of power as a relationship consisting of two individuals who have both success and influence and states that the concept is becoming more popular in the country.
According to the Government. Manish Porwal, Managing Director of Alchemist Marketing & Talent Solutions, believes that such partnerships bring entertainment value and offer viewers an opportunity to take a look at the lives of popular celebrities. However, it is a high-risk, high-return strategy because if the relationship between the two brands carries the weight.
"Virushka brings together the two main pbadions of the country – entertainment and cricket. Brands have more media to select from, both movies and cricket properties, especially if they have big budgets. They bring a lot of freshness and juvenile exuberance to a brand. These two personalities are also doing well in their respective careers, which reinforces their attractiveness as a couple. The brands of the brand have a penchant for young people: agreements with young celebrities are unfair. Therefore, Virushka also has an advantage, as they are both young professionals with a number of years of experience, "he added.