Though brand channels on YouTube began as a place to dump commercials, it has now become a destination to engage in brand conversations. As a fashion e-commerce brand, Myntra has been using it's channel on YouTube to build a narrative around the brand as well as gain visibility and reach using YouTube ad inventory. As a fashion e-commerce company, Myntra has been using it's channel on YouTube to build a narrative around fashion as well as gain visibility and reach using YouTube ad inventory. In conversation with MediaNama, Srikanth Pinninti, VP Marketing of Myntra speaks about the company's approach on YouTube, partnerships with content creators, usage of traditional media vs digital, among others, in the first part of this two part interview. Brand approach on YouTube MediaNama: What is your approach to YouTube? How are you building your brand on YouTube? Pinninti: Fundamentally, video is an important content tool or device these days, especially for a company like ours that is in the fashion business. Therefore video is a great device for the visuals as well as the story telling. We are in the fashion business which is visual and video plays a great role in building the narrative around a brand with multiple story lines around this. So yes we do use YouTube extensively and we work closely with YouTube on this. The content we put out varies between some of the hygiene content like the Do-It-Yourself content to content that helps you understand fashion and look good.…
