Chess Legends in a Fashion Ad?! How Myntra Pulled 30M Views | Mashable Mornings

From selling toothbrushes in rural India to hitting 25 million subscribers at Hotstar, Sunder Balasubramanian (CMO, Myntra) has seen it all. In this episode of Mashable Mornings, we dive deep into: The Audacity Goal: How setting "impossible" targets drives real-world results. The Viral Secret: The story behind the Myntra Forward campaign and those iconic Shah Rukh Khan ads. Hyper-Local Marketing: Why door-to-door flyers worked better than $20k/day digital ads in Japan. The Future of Fashion: How Myntra uses AI and 400,000+ influencers to stay ahead of the curve. 00:00 - How Myntra Turns Influencers Into Trend Engines (Not just scale - how they actually shape what India wears) 00:42 - Real-Time Marketing vs Long-Term Brand: Myntra’s Balancing Act (Pantone, trends, and reacting without losing strategy) 02:18 - The Sales Lesson That Stays Forever (Colgate, Chhattisgarh) (Ground reality that builds every great marketer) 04:54 - Why India Didn’t Adopt Toothpaste (And What Changed It) (Datun habit - behavioral unlock - product strategy) 09:17 - Launching Hotstar Subscriptions Before IPL Was a Thing (High-risk bet before the market was ready) 11:00 - Why Hotstar Ignored Social Media Noise for Growth (Focus on product + WhatsApp vs chasing trends) 13:28 - Building Myntra With Gen Z, Not Just For Them (Internal feedback loops - co-creation - brand voice) 16:43 - When Performance Marketing Failed in Japan & Taiwan (And why old-school flyers actually worked) 19:36 - How Tier 2 & 3 India Actually Interprets Fashion Trends (Not copy-paste - remix culture) 24:01 - Trust Is the Real Product in Fashion E-Commerce (Beyond discounts - experience - repeat behavior) 27:55 - From Influencers to Mass Creators: Myntra’s Affiliate Play (Why anyone can now participate in the ecosystem) 30:54 - Inside a Myntra Campaign: What Drives Reach vs Recall (Celebrities, freshness, and cultural timing) 35:13 - The Vishy Anand Campaign: Fastest Route to Virality? (Idea - execution - organic explosion) 39:53 - AI in Fashion: What Myntra Is Actually Using Today (Beyond buzzwords - real applications) 46:38 - Why Offline Experiences Are Back in a Digital-First Brand (Creator Fest, concerts, and physical touchpoints) 50:21 - Why Trend Prediction Is Still Broken (Even Today) (The hardest unsolved problem in marketing) Mashable Across The Web Like us on Facebook:   / mashableindia   Follow us on Twitter:   / mashableindia   Follow us on Instagram:   / mashable.india   Subscribe for Latest Videos: https://bit.ly/2QIlhxZ Mashable India is for superfans. We're not for the casually curious. Obsess with us as we start exploring India. (myntra, myntra interview, myntra cmo, sunder balasubramanian, myntra marketing, myntra strategy, myntra genz, myntra business, myntra growth story, myntra india, fashion marketing, myntra campaigns, myntra forward campaign, gen z marketing, gen z fashion india, gen z trends india, gen z shopping behavior, gen z branding, gen z consumers india, fast fashion india, online fashion india, fashion ecommerce india, influencer fashion india, tier 2 fashion india, tier 3 india trends, marketing strategy, brand marketing, digital marketing india, performance marketing, growth marketing, marketing case study, brand building india, consumer behavior india, ecommerce marketing, startup marketing india, scaling a startup, business growth strategy, marketing playbook, influencer marketing india, creator economy india, influencer strategy, affiliate marketing india, content creators india, social media marketing india, instagram influencers india, youtube creators india, gen z creators india, how myntra markets to gen z, myntra marketing secrets, how brands target gen z india, how to scale ecommerce india, viral marketing campaigns india, successful marketing campaigns india, indian startup success stories, business podcast india, marketing podcast india, mashable india interview, Shah Rukh Khan ads, myntra shah rukh khan ad, Kiara Advani myntra ad, celebrity brand campaigns india, bollywood brand endorsements)