NEW DELHI: Flipkart-owned fashion e-commerce platform Myntra on Friday announced that it had appointed celebrity couple Virat Kohli and Anushka Sharma (commonly nicknamed Virushka) as its first brand ambassadors.
While commercial teerms werenot revaled, Livemint, citing celebrity management sector estimates, reported Myntra may be shelling out upwards of Rs 100 million for the couple as brand endorsement fee.
This is would be the couple’s second big brand endorsement deal after men’s ethnic wear brand Manyavar, which they have been associated with since 2017.
Myntra has launched an integrated campaign called ‘Go Myntra-la-la’ which will be promoted across television, print, digital and outdoor. The television campaign, created by advertising agency McCann Worldgroup, Bengaluru, features the couple sporting a variety of apparels and accessories from the site.
This was Myntra’s biggest campaign so far through which it was targeting reaching 100 million consumers through various media platforms, said Amar Nagaram, head, Myntra-Jabong. “The association of Bollywood and sports with fashion needs no introduction and hence having Virat and Anushka as the face of this new campaign will enable us to build strong brand salience and establish the joy and convenience of shopping on Myntra,” he added.
With a total brand value of around $200 million, Kohli and Sharma are emerging as a power couple who collectively endorse around 40 brands such as Head and Shoulders, Pepsi, Celkon, Boost, Audi, Fastrack, Nivea, Puma, American Tourister and Uber.
