Myntra launches MOGO to enhance its symbolic status

Rebecca Menezes | Sep 10, 2020

In the first half of 2017, Amazon India’s fashion segment managed 90% sales growth. And, is ahead of Flipkart and Jabong in terms of customer preference. This has online fashion’s front runner Myntra searching for innovative ways to increase business and stay put in the hearts and minds of online shoppers. Myntra has already tried:

  • Forming strategic partnerships with brands
  • An omni-channel approach
  • Focusing less on discounts and more on fashion
  • Removing inefficiencies in its logistics system

Now, the etailer is trying something completely unique. Myntra recently introduced a musical logo for an added dimension to ecommerce marketing. This logo is expected to enhance its symbolic status as – India’s premier curator of global fashion.

How will music achieve this?

Myntra CMO, Gunjan Soni, said“Music has the potential to touch our emotional side while visual creates strong imagery. Now both visual and sonic identity will help strengthen the bond and create an impression to last a lifetime.

As a fashion advisor to our consumers, we share a deep connect with them and a sonic identity further elevates our relationship. This is the first time an e-commerce company has launched its MOGO and we are very excited.”

Do you remember the distinct jingles synonymous with Britannia and Intel? Is Myntra trying to create something similar?

The acoustic theme by the ecommerce brand will be 1.5 seconds long and will represent all of the brands aspirations. To touch customers via sound, its sonic identity will deliver warmth, infectious energy and positive vibes of a youthful India.

Myntra’s management, other key stakeholders of the brand and BrandMusiq developed the MOGO and MOGOSCAPE. The latter is the first sonic identity that launched the MOGO or Musical Logo concept.

The musical logo is a blend of many instruments and sounds that express Myntra’s true essence of – Transforming your world

The new musical logo is will soon be added to all communications like digital content, caller tunes for delivery personnel and other crucial customer touch points.

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Rebecca Menezes

Rebecca Menezes

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