How Myntra drove 4.2M app installs in 30 days

What we were up against

Myntra's End-of-Reason Sale (EORS) had historically over-indexed on metro Hindi-speaking markets. South India represented 40% of India's e-commerce growth but only 18% of Myntra's EORS GMV. The team needed a regional creator-led playbook that could move the needle in 30 days — without diluting the brand's premium positioning.

How we attacked the problem

• 1

  Mapped audience overlap across 50+ shortlisted creators per state — filtering by purchase-intent demographics, not just follower count

• 2

  Built language-specific narrative frameworks: aspirational fashion stories in Tamil, "value haul" formats in Malayalam, family-shopping angles in Telugu

• 3

  Negotiated 340 creator partnerships across nano (50K-500K) to mega (5M+) tiers — 70% of budget on the long tail for cost-efficient reach

• 4

  Implemented unique tracking links per creator with cookie + fingerprint attribution to capture cross-device installs

How it played out

What actually happened

The campaign delivered 4.2M app installs (40% above target), ₹18Cr in tracked GMV, and 6.8x ROAS — making it Myntra's best-performing regional EORS to date. Malayalam creators generated the highest conversion rate at 9.2% click-to-install, validating the regional thesis.