Bengaluru, February 3, 2023: Bollywood icon, Akshay Kumar engaged in a historic live interactive session with Myntra’s customers, his fans, and fashion aficionados, through M-Live, Myntra’s path breaking live commerce proposition on 26th January, as a part of the launch of his apparel brand Force IX, on Myntra. The live session was undertaken by Akshay to introduce his brand to one of the largest cohorts of shoppers under one umbrella and was simulcasted across Myntra’s, Akshay’s and Force IX’s Instagram handles, apart from Myntra Studio.
The session attracted a whopping ~7 lakh viewers making it one of the biggest live launches for a fashion brand in the country. Akshay’s latest venture, Force IX’s collection consists of smartly designed durable, economical and functional fashion staples inspired by the popular actor’s iconic no-fuss-yet-dapper sense of style.
The M-Live saw the Actor-turned-entrepreneur talk about his connection with Force IX and his deep involvement with the brand, while going over his favourite t-shirts from the launch, which sported a raw neck detail, while maintaining both a rugged and minimal look. The session also showcased Force IX essentials and athleisure wear, while also discussing the subtle yet prominent print details, oversized fits, the earthy tones , and superior fabric quality.
During the session, Akshay explained how Force IX was not just a clothing brand for him, elucidating that he was deeply involved in the end-to-end brand and product ideation, paying keen attention to the quality, detailing and envisioning each product on himself, before adding it to the brand’s collection. He also went on to reveal the reason behind his habit of pulling up his track pants on one leg, as a thing from his days in martial arts that helped him deliver good kicks. The session came to a close with the top 3 spenders from the live audience to be rewarded with a special goodie bag of Force IX merchandise, signed by Akshay himself.
Myntra has delivered 8000+ M-Live sessions so far, with over 7 Bollywood A-listers and over 30 celebrities participating in the live sessions. About 60% of all lives have been led by the brands on the platform, and the number of sessions doubled on average, in comparison to last year. Both, brands and consumers have shown high interest levels in these sessions, for its propensity to enable them to engage with each other better. Brands leverage the proposition by building an engaging and young community of shoppers, while consumers are empowered with an immersive shopping experience, connecting deeply with brands based on the recommendations of their trusted influencers and content creators. Myntra plans to scale its brand-led M-lives to make up for a majority of all its live sessions by March 2023.
