Latest news with #Glamstream
Time of India
5 days ago
- Business
- Time of India
MarTech+: Making discovery intuitive and seamless
Dear Reader, Discovery is being reimagined in exciting new ways. In a world where people binge content 24/7, users don't want their next fashion purchase marketed to them – they want to serendipitously stumble upon it. Whether it's a bag you didn't know you needed or an accessory you never thought to look for, modern discovery is equal parts entertainment and inspiration. This week, we dive into how platforms are reinventing the path from 'that looks interesting' to 'add to cart', plus a glossary refresher and an expert perspective on the evolving loyalty landscape. Myntra's content-to-commerce moment Fashion discovery was broken, so Myntra rebuilt it Myntra's new Glamstream is turning browsing into bingeing. With 500+ hours of curated, shoppable video , this move is more than a UI tweak – it's a strategic shift towards making discovery feel seamless, social, and shoppable. Why you should care: Because the next frontier in e-commerce may not be search but streaming. Loyalty, reimagined as a layer From points to people: The MarTech evolution behind loyalty programmes Forget tiers and tokens. Today's loyalty strategy is about embedded experiences. Smart brands are baking loyalty into every touchpoint, creating a fabric of interactions that feel less like a programme and more like presence. Why you should care: Because customers remember how you made them feel, not how many points they earned. What's an ad server, really? Decoding ad server: The MarTech Glossary by ETBrandEquity Before there were AI ad engines and omnichannel orchestration platforms, there was the humble ad server. And while the tech may be 30+ years old, it still powers billions in digital media today. Why you should care: Because understanding the infrastructure powering your campaigns sharpens your strategy and simplifies your stack. Stories you might have missed Zerodha doesn't have an AI strategy. On purpose Elok Musk launches Grok AI chatbot featuring anime girl companion Ani for $30 per month As AI mode launches in India, Google explains how it moves beyond traditional search AI becomes spiritual guide for customers on devotional apps How will AI significantly enhance WhatsApp and RCS services to grow the volume in next 1-2 years Over to you How are you building for discovery in your brand's journey? Are you inspiring the scroll-stoppers or just hoping for a search bar miracle? We'd love your POV. Drop it on LinkedIn and tag us @ETBrandEquity, we're sharing our favourite takes in the next issue. See you next Wednesday. – Team ETBrandEquity
Time of India
09-07-2025
- Business
- Time of India
Myntra to scale up investments in celebrity-led video content
E-commerce platform Myntra is ramping up its investment in celebrity-led video content as it looks to deepen user engagement and increase conversion rates, marking a strategic shift beyond conventional catalog-based and influencer-driven shopping models. 'We're investing in over 500 hours of content,' said Sunder Balasubramanian, Chief Marketing Officer at Myntra. He noted that the company would continue to scale this investment as long as it supports what he described as the "inspiration to purchase" journey and delivers measurable returns. Myntra's advertising and promotional expenses totaled Rs 1,677.4 crore in FY24, reflecting its increasing focus on marketing-led growth initiatives. According to Balasubramanian, user engagement tends to rise when shoppers interact with content on the app. He said the company is aiming to lift engagement by 15% through its new in-app feature, Glamstream , and has already recorded a conversion rate of over 20% among users who view such content. These figures are based on Myntra's internal tracking, and comparable data from other parts of the platform were not disclosed. The company said it does not view this content as standalone entertainment, but as a way to drive product discovery and facilitate purchases. Glamstream, launched recently within the Myntra app, integrates video content with real-time shopping. The new feature combines curated and original programming, spanning more than 500 hours, with embedded shopping links, effectively aiming to convert viewership into transactions. It is part of Myntra's broader effort to build what it calls a ' content-to-commerce ' ecosystem. The content lineup features over 100 celebrities from Indian film and fashion circles, including Vijay Deverakonda, Rashmika Mandanna, Tabu, Raveena Tandon, Tamannaah Bhatia and Zeenat Aman. The push aligns with changing shopping behaviour, especially among younger users, who increasingly rely on visual content for inspiration before making fashion and beauty purchases . 'Shopping has moved away from catalogue-based experiences to content-based discovery,' Balasubramanian said. He added that Myntra observed many users discovering products on one platform and completing purchases on another, a gap the company is now trying to close. Internal research cited by the company suggests that 70% of Indian shoppers rely on influencer-led content before making a purchase. Earlier initiatives such as its 150,000-strong library of influencer videos and the Ultimate Glam Client programme, which now includes over a million registered creators, helped lay the groundwork for Glamstream, according to the company. In addition to celebrity appearances, the company is working with a wide network of influencers and content creators to expand production. Glamstream will host a variety of formats including shoppable music videos, travel and wedding blogs, styling tutorials, podcasts, and fictional series. 'We're experimenting with multiple formats to see what resonates best with users,' Balasubramanian said, adding that all featured products are shoppable in real time. While the content is currently curated by an editorial team in collaboration with around 50 media partners, the company said personalisation will increasingly be powered by algorithms. The platform aims to tailor content to user preferences based on their activity and interaction history. On the backend, Myntra uses a mix of visual recognition tools and manual quality checks to match products with video content. Influencers and celebrities choose what to feature, and the system tags products accordingly, Balasubramanian explained. While the immediate focus is on user adoption, the company indicated that future monetisation through brand integrations and advertising is under consideration. 'Right now, we're focused on driving this new behaviour,' he said. Glamstream is aimed at Myntra's 70 million monthly active users, which span a wide demographic across Tier 1 and Tier 2 cities, metro and non-metro regions, and both male and female shoppers across generations. 'We want to ensure that there's relevant content for all segments, whether it's Gen Z from a metro or a family shopper from a smaller town,' he said.
Time of India
09-07-2025
- Business
- Time of India
Myntra to scale up investments in celebrity-led video content
E-commerce platform Myntra is ramping up its investment in celebrity-led video content as it looks to deepen user engagement and increase conversion rates, marking a strategic shift beyond conventional catalog-based and influencer-driven shopping models. 'We're investing in over 500 hours of content,' said Sunder Balasubramanian, Chief Marketing Officer at Myntra. He noted that the company would continue to scale this investment as long as it supports what he described as the "inspiration to purchase" journey and delivers measurable returns. Myntra's advertising and promotional expenses totaled Rs 1,677.4 crore in FY24, reflecting its increasing focus on marketing-led growth initiatives. According to Balasubramanian, user engagement tends to rise when shoppers interact with content on the app. He said the company is aiming to lift engagement by 15% through its new in-app feature, Glamstream , and has already recorded a conversion rate of over 20% among users who view such content. These figures are based on Myntra's internal tracking, and comparable data from other parts of the platform were not disclosed. The company said it does not view this content as standalone entertainment, but as a way to drive product discovery and facilitate purchases. Glamstream, launched recently within the Myntra app, integrates video content with real-time shopping. The new feature combines curated and original programming, spanning more than 500 hours, with embedded shopping links, effectively aiming to convert viewership into transactions. It is part of Myntra's broader effort to build what it calls a 'content-to-commerce' ecosystem. The content lineup features over 100 celebrities from Indian film and fashion circles, including Vijay Deverakonda, Rashmika Mandanna, Tabu, Raveena Tandon, Tamannaah Bhatia and Zeenat Aman. The push aligns with changing shopping behaviour, especially among younger users, who increasingly rely on visual content for inspiration before making fashion and beauty purchases. 'Shopping has moved away from catalogue-based experiences to content-based discovery,' Balasubramanian said. He added that Myntra observed many users discovering products on one platform and completing purchases on another, a gap the company is now trying to close. Internal research cited by the company suggests that 70% of Indian shoppers rely on influencer-led content before making a purchase. Earlier initiatives such as its 150,000-strong library of influencer videos and the Ultimate Glam Client programme, which now includes over a million registered creators, helped lay the groundwork for Glamstream, according to the company. In addition to celebrity appearances, the company is working with a wide network of influencers and content creators to expand production. Glamstream will host a variety of formats including shoppable music videos, travel and wedding blogs, styling tutorials, podcasts, and fictional series. 'We're experimenting with multiple formats to see what resonates best with users,' Balasubramanian said, adding that all featured products are shoppable in real time. While the content is currently curated by an editorial team in collaboration with around 50 media partners, the company said personalisation will increasingly be powered by algorithms. The platform aims to tailor content to user preferences based on their activity and interaction history. On the backend, Myntra uses a mix of visual recognition tools and manual quality checks to match products with video content. Influencers and celebrities choose what to feature, and the system tags products accordingly, Balasubramanian explained. While the immediate focus is on user adoption, the company indicated that future monetisation through brand integrations and advertising is under consideration. 'Right now, we're focused on driving this new behaviour,' he said. Glamstream is aimed at Myntra's 70 million monthly active users, which span a wide demographic across Tier 1 and Tier 2 cities, metro and non-metro regions, and both male and female shoppers across generations. 'We want to ensure that there's relevant content for all segments, whether it's Gen Z from a metro or a family shopper from a smaller town,' he said.
Hindustan Times
06-07-2025
- Business
- Hindustan Times
Myntra launches Glamstream: A shoppable video platform inside its app- Explained
Myntra has rolled out a new content-commerce feature called Glamstream, offering users a video-led shopping experience directly from the app. It brings together over 500 hours of shoppable content across music, travel, wedding vlogs, beauty tutorials, podcasts and more — all tied to Myntra's product catalogue. Myntra's Glamstream brings 500+ hours of shoppable content featuring Bollywood stars, influencers and everyday creators. The new platform is part of Myntra's strategy to turn inspiration into instant shopping. Shoppers can view content featuring over 100 familiar faces from Bollywood, OTT and social media including Badshah, Tabu, Zeenat Aman, Raveena Tandon, Vijay Deverakonda, Tamannaah Bhatia, Malaika Arora and Khushi Kapoor, among others. Each video includes clickable product tags, allowing users to view item details and add to cart in just a couple of taps. Glamstream isn't just about celebrities. It also features user-generated videos through Ultimate Glam Clan (UGC) — Myntra's creator community that now has over 1 million registered shopper-creators and 4.5 billion content views since its launch in August 2024. This mix of celeb-driven content and creator-led storytelling forms the base of Myntra's new content-to-commerce model. All content lives inside the Myntra app and can be accessed through a floating action button on the homepage. Shopping through video, not search Unlike typical online shopping, Glamstream flips the process. Instead of searching for products, users discover them inside bite-sized, binge-worthy content. The app's tech supports real-time product tagging and quick checkout without leaving the video experience. According to Myntra, this approach is aimed at Gen Z and young shoppers who prefer social feeds and real-life reviews over polished catalogues. The company plans to expand Glamstream with features like AI-based personalised product suggestions, creator storefronts, and new formats that merge entertainment with shopping. India's creator economy is already influencing over $300 billion in spending annually, and could cross $1 trillion in the next few years, according to BCG. Myntra says Glamstream will continue to evolve as a destination where content and commerce go hand in hand.
Time of India
05-07-2025
- Entertainment
- Time of India
Myntra launches Glamstream to fuel next phase of content-led commerce, eyes 15 % uptick in engagement
Academy Empower your mind, elevate your skills Elevating its content-commerce strategy a notch higher, Myntra on Saturday announced the launch of Glamstream , a one-of-its-kind shoppable lifestyle content destination - seamlessly blending entertainment, fashion inspiration and at the intersection of content, community, and commerce, Glamstream reflects how today's young India likes to shop: entertainment built into their feed and instant access to what inspires its first phase, Glamstream will bring over 500 hours of content, including 15 Myntra exclusives and 4,000+ episodes of shared streams. These streams will feature 100+ celebrities from Bollywood, OTT and the digital creator bite-size binge-worthy premium content repertoire includes music videos, travel, wedding and more vlogs, styling & beauty shows, podcasts, fictional shows and much more - all integrated with seamless product the celeb content and integrated in Glamstream, is content from Ultimate Glam Clan (UGC)- Myntra's thriving shopper-creator community, with over 1 million registered creators and 4.5 billion post in August 2024, UGC is now a significant pillar of Myntra's next-gen content commerce playbook. By blending the authenticity of creator & shopper-driven content with the aspirational appeal of celebrity storytelling, Glamstream redefines fashion and lifestyle discovery and engagement like never traditional shopping flows, Glamstream starts with content, brings entertainment-led discovery and embeds commerce within it. Every content piece includes interactive product trays that allow viewers to shop featured and relevant items in just two steps - from video to product detail to cart. The experience is housed on the Myntra app and accessible via a prominent floating action button on the a pioneer in the social commerce space, Myntra has been committed to innovating in the social commerce space with inspiration-led fashion discovery and purchase journeys enabled by M-Studio to Minis in the past."Fashion discovery today is increasingly driven by social feeds and cultural influence - yet much of that inspiration remains disconnected from the path to purchase. At Myntra, we believe there's a better way and have consistently innovated to drive inspiration-led fashion discovery. What's more, today's consumers, especially Gen Z, also heavily rely on authentic, relatable content - user reviews and real imagery - before making purchase decisions," said Sunder Balasubramanian, CMO, Myntra."With Glamstream, we're reimagining commerce as a content-first experience - seamlessly bringing together authentic inspiration, entertainment, and instant access. As pioneers in this space, we are not just responding to how shopping is evolving - we are helping define its future by continuously exploring the new possibilities," Balasubramanian added."Glamstream is transforming how users experience fashion. As a feature deeply embedded in our app, it leverages advanced video infrastructure, intelligent product tagging and real-time rendering to deliver a seamless, immersive shopping journey," said Lakshminarayan Swaminathan, Vice President, Product Management and Design, Myntra."Our focus has been to ensure that every tap, swipe and scroll feels intuitive - enabling instant access for every inspiration. This is technology enabling discovery at its most natural and engaging form," Swaminathan Glamstream evolves, Myntra will continue to explore newer, immersive content formats that seamlessly integrate fashion inspiration into the shopping can soon expect AI-powered, personalised product recommendations within the Glamstream feed-spanning influencer-led, UGC, and celebrity content . The platform also aims to introduce creator storefronts, further enhancing discovery and deepening engagement.
