Myntra ropes in South-Indian actress Samantha Akkineni (Pics)

Hyderabad:Myntra, India's leading platform for fashion brands and pioneer in m-commerce play, announced South Cine Star, Samantha Akkineni as its brand ambassador, to represent the fashion marque among the region's large and widespread audience.

The extremely talented and renowned film personality will now be the face of Myntra in the South and also instrumental in connecting the brand with millions of fashion-forward customers and drive fashion choices of consumers in the region, the company said in a release.

Apart from establishing a strong connection with Myntra's large base of existing customers, Samantha will play a pivotal role in engaging with new consumers, being a celebrity with millions of fans across South India.

The strong connection between films and fashion is well established in India, and Myntra is poised to leverage this phenomenon with powerful and relatable narratives to bolster its position as the most preferred destination for fashion and lifestyle.

Speaking on the association, Samantha said, "I am excited about my association with Myntra, a brand renowned for being at the forefront for all things fashion. Myntra has helped millions of people define their fashion choices and continues to keep me abreast of the latest trends from the world of fashion. This is an extremely valuable association for me and I am looking forward to a meaningful partnership."

Speaking on the association, Myntra CEO Amar Nagaram, said, "Having Samantha on board as our brand ambassador for South is key for building a strong bond with the fashion-forward consumers of the region. This association is another step in our efforts to serve the evolving fashion and lifestyle needs while leaving no stone unturned in the realm of customer experience and rich fashion content." 

Myntra also launched its first brand campaign with Samantha with a TVC, which aims to position the nation's ultimate fashion destination as the de facto Style Expert.(UNI)