Force IX launch on Myntra attracts 7 lakh live viewers

By

Isabelle Crossley

Published
Feb 6, 2023

The live shopping launch of Bollywood celebrity Akshay Kumar’s clothing brand Force IX on Myntra’s M-Live platform attracted 7 lakh viewers. This made the online event one of the largest scale live launches of a fashion brand in India. 

The online launch event took place on January 26 and Kumar himself took to M-Live to host the interactive shopping session with the audience, Myntra announced in a press release. Kumar explained what the brand means to him and showcased its maiden collection.  
 
“The M-Live saw the actor-turned-entrepreneur talk about his connection with Force IX and his deep involvement with the brand, while going over his favourite t-shirts from the launch, which sported a raw neck detail, while maintaining both a rugged and minimal look,” Myntra announced in a press release. “The session also showcased Force IX essentials and athleisure wear, while also discussing the subtle yet prominent print details, oversized fits, the earthy tones , and superior fabric quality. During the session, Akshay explained how Force IX was not just a clothing brand for him, elucidating that he was deeply involved in the end-to-end brand and product ideation, paying keen attention to the quality, detailing and envisioning each product on himself, before adding it to the brand's collection.” 

Flipkart’s fashion arm Myntra has delivered over 8,000 live shopping sessions on its M-Live platform to date. Live shopping is a fast-growing shopping method where the audience can watch the live show from their homes and shop in real time. Using exclusive discounts and celebrity guests also drives engagement for businesses and is something Myntra has taken advantage of.