Myntra recently launched a new digital ad film featuring Bollywood diva Chitrangda Singh for its fashion brand for women named All About You (AAY). The ad, which is now live on all social media platforms, showcases Chitrangda Singh describing the modern women of today and celebrations for choosing a life that is little different from the conforms of conventional society.
In the promotional ad, Chitrangda Singh represents an AAY woman who commemorates herself, and her life choices by acknowledging her strength, independence, and originality. The audience sees Chitrangda Singh as one of the most versatile actresses in Bollywood in the video that has been shot at the beautiful Royal Opera House. In the video, Chitrangda showcases some of the best AAY outfits that can be worn on different occasions in a woman’s life. She depicts the freedom a woman aspires to choose her career, clothes, and comfort. The alluring background music adds more magic to the narrative. And the latest AAY collection is on Myntra for all its women shoppers. In Chitrangda Singh’s words, “Working on the ‘All About You’ film and being associated with it has been a pleasure, especially because the brand advocates strength, authenticity, and individualism - the values that I resonate with as a person. I thoroughly enjoyed shooting for the film in the stylish western and Indian traditional outfits, as they are comfortable and resonate with my style.” Speaking on the launch of the campaign, Manohar Kamath, CXO, and Chief, Myntra Fashion Brands, said, “This campaign has been conceived to create aspiration for ‘All About You’ by outlining some of its characteristics traits expressively and engagingly. It is therefore rich in its adoption of culture, style, attitude, and opulence, delivered unequivocally by the charming Chitrangda Singh, whose personality shines through a balance of being bold, authentic, and uncompromising that perfectly fits with our brand values. This couldn’t have been delivered at a more appropriate time than the current festive season, catering consumer demand for traditional, evening wear and winter wear.” As All About You emphasizes garnering more attention from women shoppers consumers with a trendy and stylish fashion offering, Chitrangda Singh is the perfect example to illustrate the brand’s DNA that celebrates the originality of today’s women and their inner strength. Myntra has in the past collaborated with more such brands that define today’s women and challenge the conventional ideas of womanhood. It recently also launched Urbanic on its platform which is one of the best-selling brands among Gen Z. The brand is popular for its size chart - making fashion available from sizes XS-5XL - which indicates that there are clothes for everybody type. And there is no decimation in terms of clothes when it comes to different body sizes. It gained attention through a campaign called, “My Right To Wear”.
Source: https://uberant.com/article/1827092-myntras-all-about-you-extends-an-ode-to-women-with-chitrangda-singh/
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