.webp){kind=icon}
Myntra Drove 11% Conversions with AI-Powered Virtual Try-On on WhatsApp
~90%
Journey completion rate
11%
Conversion rate
Opportunity
Myntra and Puma hosted an exciting 5K and 10K marathon, bringing together a community of eager runners and fitness enthusiasts. Ahead of race day, they wanted to keep registered participants engaged and excited for the event.
With Puma’s exclusive race collection curated for participants, Myntra saw it as an opportunity to engage users beyond event updates. By bringing product discovery into the same WhatsApp journey, they aimed to help runners explore relevant race-day apparel based on their preferences and stay connected to the event in a more interactive way.
The campaign aimed to:
- Build excitement around the Myntra x Puma marathon
- Promote Puma’s exclusive race collection to registered participants
- Personalise product discovery based on user preferences
Solution
Powering the Race-Day Experience
Myntra partnered with Karix to build a personalised WhatsApp journey that brought Puma’s exclusive race collection directly to registered marathon participants. Leveraging WhatsApp’s interactive capabilities along with Karix’s AI-powered virtual try-on technology, the campaign transformed product discovery into an immersive experience built around each user’s preferences.
The journey was designed to make shopping feel more personal and interactive, while helping users explore and virtually try on products before purchase.
Here’s how the experience worked:
- Registered participants of the Myntra x Puma marathon received a WhatsApp message inviting them to explore Puma’s exclusive race collection.
- Once users entered the WhatsApp journey, the chatbot collected preferences such as gender, clothing choice, and body type to personalise the shopping experience.
- Based on these inputs, users were shown curated Puma products across apparel, footwear, and fitness categories through interactive WhatsApp carousels.
- To make product discovery more immersive, users could click the “See It On Me” option available on the product cards.
- The chatbot then prompted users to upload a selfie, which was processed through AI-powered virtual try-on to generate a personalised image of them wearing the selected Puma product.
By combining conversational commerce with AI-powered visualisation, the campaign helped users explore products seamlessly and confidently move from engagement to purchase within WhatsApp.
Impact
Turing Engagement into Conversions
By combining personalised product recommendations with AI-powered virtual try-on, Myntra and Karix turned a race-day promotional campaign into an immersive shopping experience. The journey helped registered participants discover relevant products, visualise selected apparel on themselves, and move closer to purchase.
The campaign achieved:
- ~90% journey completion rate
Users actively engaged with and completed the personalised shopping experience.
- 11% conversion rate
11 in 100 users completed a purchase after engaging with the campaign.
Anand Dev
Deputy Director, Growth & Marketing, Myntra
Customers today expect brand experiences to feel more personal and relevant. With Karix, we were able to create an experience on WhatsApp that felt interactive, relevant, and genuinely fun for our participants. The virtual try-on element really stood out in driving engagement with the new Puma race collection, and we’re extremely happy to see the campaign translate into strong conversions as well. The Karix team understood what we wanted to achieve and supported us at every step, making the entire execution feel seamless.
Myntra is one of India’s leading fashion, beauty, and lifestyle e-commerce platforms, known for shaping how millions of consumers discover and shop for fashion online. Founded in 2007 and headquartered in Bengaluru, Myntra has established itself as a leading destination for fashion-forward and digitally engaged shoppers across the country.
Today, Myntra offers products from over 5,000 international and domestic brands across fashion, footwear, beauty, and lifestyle categories, serving millions of customers across India. With over ₹6,000 crore in operating revenue in FY25, the platform continues to strengthen its position in India’s fashion e-commerce market. (source1, source2)
.png)
a Tanla company is a strategic growth partner to enterprises, enabling meaningful, secure, and scalable customer engagements across the most trusted and emerging communication channels. With a future-forward mindset, agile execution, and a 25+ year legacy of innovation, we drive outcomes — not just outputs.
