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The world’s first shoppable graphic novel.

Once Upon A Road


WRITTEN BY ROADSTERS.

We started on Twitter by launching India’s first ever people-powered road trip story.

PHASE ONE //

Over the course of 72 hours, 621 unique authors joined in. We saw 5000+ tweets come together to create a freewheeling adventure.

15 illustrated panels brought the adventure to life, which was released on Instagram.

PHASE TWO //

We didn’t end the exercise there. We turned the story into a graphic novel.

Thus, the world’s first shoppable graphic novel was born.

We worked with the Myntra tech team to create the first of its kind Shop-in-Shop experience. Clicking on any panel redirected users to the same outfit the protagonist was wearing. 

PHASE THREE //

We then released the same graphic novel within the Myntra app - with one small difference. The catalogue was woven into the narrative.

54 million impressions on #OnceUponARoad

RESULTS //

41% engagement rate.

4 times the average engagement rate. 

11.8% of brand’s revenue.

18000 new fans & followers.

Within the Myntra app, we grabbed more eyeballs than our competitors.

1.2x click-throughs than Nike’s launch collection.


1.3x clicks than other brand banners in the same slot.

In just 15 days.

Sold the Freelander collection to our eager fans.

42 million relevant users reached.

31% discovery rate for the brand through the campaign.


Among the highest for a brand through a secondary banner.

We curated a social experience that garnered fans who loved the road and stories about it.


We collaborated with our fanbase to create a story they were truly invested in.


We created thumb-stopping content within a shopping platform.

Instead of a regular fashion catalogue: