Inside Myntra’s latest move to woo consumers

Badshah is one of 100-odd celebrities that the brand has partnered with to churn out over 500 hours of snackable content on Glamstream that allows users to purchase seamlessly while they view. Noting that social media has changed the way consumers shop, Sunder Balasubramanian, CMO, Myntra, says a lot of inspiration for fashion and beauty purchases come from social media. “Historically, consumer journeys in this segment have been catalogue-based but over the last few years it has moved to content-based shopping,” he says.