How Myntra EORS and Unskippable Campaigns Become Big Hits?

As a marketing professional, I often find myself inspired by successful campaigns in the industry. One company that consistently grabs my attention is Myntra, India’s leading fashion e-commerce platform. Let me outline two of Myntra’s notable digital marketing campaigns

• The End of Reason Sale (EORS) turned into a massive hit. 

• The #BeUnskippable brand campaign and 

These campaigns not only boosted Myntra’s brand visibility but also drove impressive engagement and sales. I remember analyzing these campaigns in real time and taking notes on what made them so effective. Let’s dive into each campaign and see what we can learn.

End of Reason Sale (EORS): Turning Sales into a Fashion Festival

Another campaign (or rather, an event) that I am always excited about is Myntra’s End of Reason Sale (EORS). 

From a marketer’s standpoint, EORS is less of a one-off campaign and more of a phenomenon – a recurring mega-sale that has become a fixture in India’s online shopping calendar. 

Every year, Myntra manages to turn these sales into a huge digital marketing success, and the numbers keep growing.

Myntra’s End of Reason Sale has become synonymous with “India’s biggest fashion sale.” The promotional creatives flash irresistible deals (often up to 80% off) and vibrant visuals that create a sense of urgency and excitement among shoppers.

What is EORS? In simple terms, it’s a biannual sale event where shoppers get massive discounts (often up to 80% off) on a vast range of fashion products – clothing, accessories, footwear, you name it. 

All the top brands, plus Myntra’s own in-house labels, participate in this sale.I see EORS as a masterclass in creating hype and anticipation. 

In the weeks leading up to an EORS, Myntra’s digital channels go into overdrive: there are teaser posts on social media, countdowns, early access deals for loyal customers, and influencers chiming in about their wishlists. 

It feels like the entire online fashion community is talking about EORS. This pre-sale build-up is crucial; by the time the sale starts, millions of people are already on the Myntra app, items in cart, ready to grab deals.

Here are some jaw-dropping figures from that EORS 2019 event:

• 3.3 million products sold on Day 1: Yes, you read that right – over 3.3 million items were snapped up by shoppers in just the first 24 hours. It was the highest single-day sale ever seen on Myntra at the time.
  

• 67% year-over-year growth in orders: That Day 1 sale volume was about 67% higher than the first day of the previous year’s EORS. Seeing a double-digit YoY jump for an already huge event was astounding – it showed the campaign managed to dramatically expand the audience and demand.
  

• 2.2 lakh new customers added: EORS 2019 wasn’t just about existing loyal users; Myntra acquired approximately 220,000 new shoppers in one day thanks to the sale’s reach. This is a dream outcome for any marketing campaign – when your promotion not only engages your base but also brings a flood of new customers to your platform.
  

• Traffic 2× the usual days: On the first day of EORS, Myntra’s online traffic surged to about double the normal day level. Imagine the strain on the servers (and the excitement in the air)! This stat underscored how effectively Myntra’s marketing created urgency; everyone rushed to the app to avoid missing out.
  
  

Social media buzz during EORS is intense. Here’s a snapshot of Myntra’s Twitter promotion for an EORS event – the brand counts down to the sale and hypes it as “India’s largest fashion sale.”

Myntra’s Recent X Post Highlighting EORS

Celebrity endorsements (like ads featuring stars Hrithik Roshan, Shah Rukh Khan, and Kiara Advani) further amplify the excitement.

From my POV, the success of EORS is the result of a holistic digital strategy. Myntra doesn’t rely on just one channel or tactic; it throws the kitchen sink at it:

• Email blasts, notifications, and app banners ensure that existing users are constantly reminded about the upcoming sale. I’ve often been greeted by splash screens in the Myntra app announcing “EORS is coming!” well in advance.
  

• Social media campaigns create a frenzy – hashtags trend, sneak peeks of deals are shared, and fashion influencers post about the sale. 

In 2019, Myntra even roped in big celebrities (Hrithik Roshan, Kiara Advani, etc.) for EORS promotions, which I remember seeing on YouTube and Instagram ads. This star power broadened the appeal of the sale beyond regular shoppers.

• Engaging content and gamification: Myntra introduced concepts like wishlist challenges and “early access” for members. For example, ahead of EORS 2019, there was a price reveal period where users could wishlist items.
  They ended up with 100 million+ wishlist additions before the sale even began (talk about pre-sale engagement!). Gamified elements like this keep users hooked and primed to purchase when the discounts go live.
  

The result of all these efforts is that EORS has become more than a sale – it’s an event.

I often compare it to a Black Friday or Cyber Monday scenario, but tailored for the Indian fashion audience. People plan for it, save up for it, and there’s a palpable excitement in the air during those days.

For Myntra, it translates into not just a spike in sales revenue, but also a stronger brand recall as the fashion destination that offers unbeatable deals and variety.

#BeUnskippable: Making an Impression in Seconds (2019)

In 2019, I witnessed Myntra launch a bold social media campaign called #BeUnskippable. I immediately connected with the idea behind the campaign It urged everyone to “Style up, Move up” – a message that in today’s world, you have only a few seconds to make a lasting impression with your style. 

I found this concept brilliant. It positioned fashion as a way to stand out in a competitive environment where attention spans are short (think of those 5-second skip ad buttons!). 

Myntra smartly portrayed itself as the go-to fashion expert that can help you become “unskippable” in life by dressing sharply.

The #BeUnskippable campaign creatives showed how a stylish appearance can instantly turn heads. In this collage from the ad, Myntra’s message “Style up, Move up” plays out in everyday scenes – whether it’s stepping off a metro or walking into a café, the well-dressed protagonist gets noticed.

What I loved about #BeUnskippable was its execution. Myntra rolled out two snappy 30-second ad films – one targeting men and one targeting women demonstrating how fashion can open doors and create opportunities without a word being spoken. 

These ads were not just in English or Hindi; they were released in five languages (Hindi, Tamil, Telugu, Kannada, and Bengali) to connect with audiences across India. 

I remember thinking, “They’ve localized the message to reach every corner of their market.” As a result, the campaign felt inclusive and relatable to diverse viewers.

From a marketer’s view, #BeUnskippable was a hit because it combined a strong message with a wide reach. The campaign ran across social media and video platforms, ensuring it was hard to ignore – true to its name.  

Myntra’s website has experienced a significant spike in app traffic following the campaign’s launch, indicating that the ads successfully drove people to check out the latest styles. 

The hashtag #BeUnskippable itself generated buzz, with users discussing how they interpret “unskippable” style moments. 

This kind of engagement is gold for a brand: Myntra not only reinforced its position as a fashion authority but also sparked conversations among its target audience. 

To summarize what made #BeUnskippable so effective from my perspective:

• Sharp Tagline & Message: “Style up, Move up” instantly communicates the benefit of using Myntra – your style can elevate you. It’s motivating and aspirational.
  

• Multilingual Reach: By creating content in 5 regional languages, the campaign reached millions of Indians in their comfort language. No one felt left out.
  

• Storytelling in 30 Seconds: The short ads told mini-stories of individuals turning heads with fashion. Despite being brief, they were memorable and fun, which is perfect for social media.
  

• Clear Call-to-Action: The campaign implicitly urged viewers to update their wardrobe (with Myntra, of course) if they too want to be “unskippable.” This drove traffic to Myntra’s app/website, boosting engagement.
  

Key lesson: A great campaign doesn’t just advertise a product, it sells a feeling.

#BeUnskippable sold the feeling of confidence. And when a brand makes people feel confident, they remember it – and more importantly, they act on it.

Key Takeaways:

• Understand Your Audience Deeply
  

• #BeUnskippable tapped into Gen Z’s desire to stand out.
  

• EORS capitalized on their love for deals and shopping excitement.
  

• Be Omnipresent with Your Message
  

• Used multi-language ads, influencers, push notifications, and social platforms.
  

• Ensured consistent and wide-reaching communication.
  

• Inject Urgency and Excitement
  

• Created FOMO through time-bound messaging and emotional hooks.
  

• Flash sales and social relevance drove immediate action.
  

• Celebrate and Broadcast Success
  

• Shared massive wins (like 3.3M products sold in a day).
  

• Built brand credibility and inspired trust among customers and stakeholders.
  

• The Marketer’s Mantra
  

• Blend creativity, execution, and customer insight.
  

• Aim to craft campaigns that are truly “unskippable” and memorable.