Leading fashion e-commerce firm Myntra has named the famous YouTuber Bhuvan Bam as its first digital brand ambassador to further engage fashion and tech-savvy consumers of the brand, beginning this festive season.
As part of this strategic partnership, Myntra and Bam will co-ideate and produce content that successfully communicates the brand’s proposal in a creative, highly relatable, and engaging way that goes beyond conventional means of communication.
The press release released by the company shows that Bam’s path to stardom is a prime example of the rise of a new kind of ‘digital’ celebrity that represents the needs of contemporary customers. The incorporation of fashion and lifestyle dialogue in its relatable yet innovative content would drive Myntra ‘s attempts to tap into fashion-centric audiences and beyond.
Bam exploded into the headlines since becoming the first Indian YouTube content producer to reach 10 million viewers with BB Ki Vines’ comedy channel in 2018. Its content continues to resonate with millions of consumers, with BB Ki Vines receiving 19 million subscribers and 2,75 billion views. The comedian and musician army of social media fans is not limited to YouTube alone. The recipient of the 26-year-old Filmfare award is now a phenomenon on Instagram, with over 10.5 million followers.
Myntra ‘s digital brand ambassador, Bam said, “I look forward to creating quirky and relatable fashion-focused content with Myntra that will encourage countless young people to express themselves effortlessly and proudly through fashion. I am extremely proud to contribute to Myntra ‘s mission to improve fashion tastes and preferences for the entire generation of people passing through.
Commenting on the partnership, Harish Narayanan, Chief Marketing Officer, Myntra, said, “Bhuvan is a welcome addition to Myntra’s attempts to reach out to digitally-savvy customers in the most entertaining way. There has been a change in viewer behavior in the ‘modern mainstream’ that has contributed to a significant spike in digital advertising usage. Bhuvan’s all-encompassing appeal will further complement our holistic approach to dominating different mediums and cement Myntra ‘s position as India’s favorite fashion and lifestyle platform ahead of the eagerly anticipated festive season.
Myntra’s ‘Massive Fashion Festival’ will showcase nine lakh styles across 5,000 fashion and lifestyle brands and is scheduled to take place between October 16 and 22, 2020.
