‘Myntra Fashion Superstar' marks beginning of in-app video content-led approach to engage with customers: Amar Nagaram, Head, Myntra Jabong

Myntra has announced the launch of ‘Myntra Fashion Superstar’, the world’s first digital fashion influencer talent hunt; set to go live on the Myntra app on September 17, 2019.

A reality show, ‘Myntra Fashion Superstar’ is aimed at identifying and rewarding India’s next big fashion influencer in association with Wavemaker and Zoom Studios. The aim of the content initiative is to engage better with the audience. The show has been produced in association with Banijay India.

Conceived by Myntra, the concept provides an opportunity for fashion enthusiasts with a knack of creating style-related content and bringing forward their unique personalities, through digital and social-first content.

Contestants will compete in a variety of fashion styling and digital content creation tasks to showcase their penchant for fashion and social media. They would also be mentored and judged by a star-studded jury, from the world of Bollywood, TV and fashion, including Bollywood diva Sonakshi Sinha and leading celebrity stylist, Shaleena Nathani.

Speaking on the occasion, Amar Nagaram, Head, Myntra Jabong, said, “Myntra Fashion Superstar is a first of its kind reality show that offers fashion influencers an opportunity of a lifetime to showcase their special talent and make a mark for themselves in the industry. While the concept is aimed at bringing the influencer community to the fore, it also demonstrates our innovative technology-led approach to enhance customer experience and engagement on our platform. A first for any e-commerce platform in the country, this marks the beginning of Myntra’s in-app content-led destination to engage customers.”

Commenting on the initiative, Karthik Nagarajan, Chief Content Officer, Wavemaker, said, “In Myntra Fashion Superstar, we landed on an idea that was the perfect marriage between audience-centric, digital-first content, which was also moving the needle on business goals. In Myntra, we had a client who was willing to push the boundaries and Banijay Asia was the perfect partner for us as their ability to create quality content and innovative concepts at scale, is unmatched in the country. We are delighted to partner with them for such a unique, path-breaking show that promises to merge the boundaries between reality television, digital content and fashion - creating a first of its kind genre along the way.”

"Fashion and Entertainment dominate the lives of young Indians. To cater to their specific needs we decided to combine these two worlds and put together a truly unique and relevant reality show that’s bound to resonate with young India”, said Deepak Dhar, Founder and CEO, Banijay Asia. 

Through this show, Myntra intends to leverage the strong relationship between fashion and social media, by creating a unique property that takes a seat in the middle of this combine.

All the action in the competition will be telecast in a series, spanning eight weeks on the Myntra app, and Zoom TV.

Myntra Fashion Superstar will offer viewers an immersive experience allowing them to vote for their favourite influencer on the Myntra app and will provide them access to lots of exclusive content that helps them know the contestants better. In addition, various celebrities who are part of the guest jury panel will offer viewers, tips and tricks on becoming fashion influencers. 

The winner of the show will be adjudged, ‘Myntra Fashion Superstar’, and get the opportunity to become a key face of Myntra on social platforms. He or she will get to curate styles on the Myntra app, will get a chance to host fashion and styling shows on Zoom TV and will also feature in Filmfare magazine. In addition, Myntra will work with some of the other chosen contestants and help them realise their dream of becoming a fashion star.