Latest news with #OnlyMuchLouder
Time of India
30-04-2025
- Entertainment
- Time of India
Myntra brings wedding fashion chaos to life with Renuka Shahane
Myntra , one of India's fashion, beauty, and lifestyle platforms, has unveiled its latest campaign featuring actress Renuka Shahane, offering a humorous yet relatable take on the multi-function wedding experience of a joint family. From haldi to reception, the campaign positions Myntra as the trusted fashion ally, offering over one lakh styles across beauty and occasion wear, making it the ultimate destination for selected looks, last-minute fixes, and everything fashion. The campaign, that was conceptualised and executed by Only Much Louder (OML), is rooted in cultural authenticity and delivered through a slice-of-life storytelling lens, the campaign follows a relatable character played by Shahane, navigating the chaos of back-to-back weddings, overlapping functions, and highly specific outfit themes. With her signature warmth and impeccable comic timing, Shahane walks the audience through the sheer scale of wedding prep required when you're part of a big, bustling Indian family. Set in a bustling Indian home, the campaign unfolds across a series of wedding preparations, where chaos and celebration go hand in hand. From coordinated outfits for the Sangeet and brocade costumes for the family dog, to vidaayi tears interrupted by one more surprise engagement, the film offers a realistic portrayal that resonates with the Indian audience. Shahane anchors the narrative with wit and her evergreen charm, while Myntra emerges as the unsung hero behind every perfectly timed outfit change. The film cleverly highlights Myntra's value proposition, endless styles for endless functions, backed by delivery starting 48 hours and a wide assortment of fashion, accessories, and gifting options tailored for every wedding event. Monalisa Panda, associate director, social media marketing and creator ecosystem, Myntra, said, "This campaign strengthens Myntra's position as the go-to fashion destination for every celebration, especially in the culturally rich and vibrant Indian wedding season. With a humorous yet relatable take on the multi-event wedding chaos, we highlight how Myntra's wide selection and swift delivery empower shoppers to stay effortlessly stylish through every function.' 'Whether it's stunning looks for Haldi, Mehendi, or Sangeet or last-minute outfit needs, Myntra is at the heart of it all, enabling a seamless fashion experience for today's dynamic, multi-generational families. Through compelling, character-driven storytelling, we aim to reflect how modern India celebrates tradition, with a touch of flair and functionality,' Panda added. The campaign captures the delightful chaos of Indian weddings and how every new engagement brings with it an ever-growing wardrobe checklist. Shahane said, 'What drew me to this campaign was how beautifully it captured these nuances with warmth and wit. It was a pleasure collaborating with Myntra on a film that brings humour, nostalgia, and fashion together in such a relatable way.' Manav Parekh, senior vice president and executive creative director at Only Much Louder said, 'This campaign reflects the sweet spot we operate in—taking everyday Indian insights like the fact that shopping for the wedding season with the best looks across multiple functions can be QUITE the task. Using that to then catapult Myntra as the best solution for both variety and convenience.' The ad film moves beyond the usual aspirational tone of wedding campaigns and instead embraces the quirky reality of Indian family dynamics. Watch the video here:
Mint
25-04-2025
- Business
- Mint
OTT platforms gain ground in India, but YouTube's dominance endures
YouTube continues to dominate India's online video market. Despite a proliferation of premium streaming services, the Google-owned platform commanded a staggering 92% of all video consumption in 2024, leaving subscription and ad-supported (AVoD, or advertising video-on-demand) rivals to jostle for the remainder, according to the latest Ficci-EY report. Industry experts say user-generated content is now easier to create than ever before, thanks, of course, to the availability of cheap data and smartphones. As a result, creators have mushroomed across the tiniest of Indian towns, producing quality content and sharing on YouTube for the world to see. By contrast, streaming platforms spend a lot of money and time to create content, only to be pegged back by their limited reach and viewership, hurting their monetization potential. 'YouTube continues to dominate online video viewership because it's not just a platform—it's a cultural engine. It earned its position by being early, but more importantly, by being everywhere. For other premium platforms trying to carve out meaningful share in the video content space, the answer won't be copying YouTube—it'll be about leaning into what makes them different,' said Preranaa Khatri, chief business officer at Only Much Louder (OML), a media and entertainment company. What really sets YouTube apart is how it balances scale with personalization, Khatri added. Its recommendation algorithm, constantly learning from user behaviour—searches, watch time, engagement—ensures people find what they didn't even know they were looking for. Further, it constantly introduces new monetization streams to incentivize creators, letting them earn not just from ads, but also from YouTube Shopping, Memberships, Super Chats, Super Stickers and YouTube Premium revenue. YouTube Shopping allows creators to promote products from their own stores or other brands within their content, enabling viewers to browse and purchase items directly from YouTube. Memberships allow for benefits like exclusive or premium content, live streams and other perks. YouTube Super Chat is a feature that allows viewers to purchase highlighted chat messages during live streams, which can sometimes appear at the top of the chat feed. Super Stickers are also a way for creators to connect with fans. Premium is a paid feature that does away with ads. At the same time, tools like YouTube Create have made video production much easier than ever—be it filters, effects, transitions, all from one's phone. Meanwhile, features like the Copyright Match Tool and YouTube Studio's AI enhancements (including auto-dubbing and the new Inspiration Tab) have helped creators manage content and scale creatively across languages and geographies. The disproportionately high share of YouTube in India's streaming industry is not surprising at all, according to Girish Dwibhashyam, a streaming industry expert. Creators in tier-2 and tier-3 towns are today able to edit and curate better content at far lower prices than professionals. 'For OTT platforms, on the other hand, there is hardly any incentive to keep pumping in money since the economics are challenging because of low CPMs (cost per mille—a paid advertising option where companies pay a price for every 1,000 impressions an ad receives),' Dwibhashyam said. To be sure, user-generated content is of inferior quality compared to that on streaming platforms, but the latter's limited reach means their monetization potential is restricted, as brands keep away. 'The dominance of YouTube over OTT platforms in India presents significant challenges for the media industry. While YouTube benefits from its ad-supported model and user-generated content, OTT platforms rely on high-budget, professionally shot content, which demands more time, money and effort. This creates monetization struggles and higher user acquisition costs for OTTs, as they also face content discovery challenges and competition for brand partnerships,' said Yogesh Saini, marketing head at Civic Studios, a media production company. Additionally, YouTube's AI-driven recommendations and regional content capture wider audiences, while OTTs must invest heavily in marketing and localized content. To compete, OTT platforms need to reduce friction in app downloads, innovate quickly, and improve content accessibility for users, Saini added. First Published: 25 Apr 2025, 06:00 AM IST
