Myntra promotes Deepika Padukone’s brand All About You

There is no brand in the world that does not want to be associated with a celebrity. In the e-commerce landscape, things are a little different. Today, celebrities go all out to get associated with a particular brand even if it costs them. By this a celebrity can judge his/her popularity and importantly get a chance to showcase his/her business skills.

For some time, Myntra has managed to introduce a few fashion labels in association with some or the other Bollywood star. The online store is now going all out promoting another popular private label, All About You, co-owned by Deepika Padukone. The brand has been created in collaboration with French design agency Currently, Myntra is the fifth largest brand and is close to becoming the second in the premium category. To capture the growing premium women’s wear segment, All About You was launched a year ago in the public domain. The brand recently launched a digital film TereSaathTu .

Manohar Kamath, Head of Myntra Fashion Brands gave an interesting perspective about why popular stars are approaching online businesses for building their ventures. Celebrities are on the lookout to have long term brand associations. There are many who want to be much more than a brand face. It's interesting for a brand like Myntra that is looking for partners that are passionate, curious and most importantly patient. Kamath is of the opinion that businesses don’t turn into successful brands overnight even if gets associated with a celebrity. Padukone as an entrepreneur is completely upbeat, he says. She is extremely involved in the business and keeps a tab on what's happening across markets in the category, he adds.