Myntra Fashion League

The IPL (Indian Premier league) is the most-attended cricket league in the world. This cricket fiesta in the country presented Myntra with an opportunity to ride this wave and engage its consumers. Myntra became the ‘official Fashion Partner’ for top 3 IPL teams - Mumbai Indians, Chennai Super Kings and Royal Challengers Bangalore and wanted to cement itself as the go-to fashion destination and leverage these teams huge cricket fans base.

So we created a one stop sport destination for all cricket lovers to promote fan wear, Unique team merchandise, show case trends and build cricket led engagement to keep the fans hooked.

We were tasked with revamping the IPL store on the platform. And also ensure we drove further conversations among our customers with unique offers and deals as well as providing contextually engaging and reliable content with the use of appropriate cricketing terminology, content and imagery.

To ensure women were not excluded, we surfaced trend led conversation, featured female fan influencers on the platform and social media handles. The idea is to not only drive conversational content about the brand, but also bypass any notion of cricket being only a ‘gentleman’s game.’

To further engage with these customers on on its platform and social, we came up with many gamified constructs such as ‘Predict and Win’ ‘#CatchTheFireball’ and 3 cricket led games. Customers were offered daily prizes for participating in these interactive contests around the cricketing extravaganza.