Starring Alia Bhatt and Ranbir Kapoor, the new campaign uses humour and exaggerated thought spirals to build anticipation for Myntra’s festive shopping event.
Myntra is turning everyday moments into elaborate reasons to shop with its latest campaign for the Big Fashion Festival (BFF), featuring brand ambassadors Alia Bhatt and Ranbir Kapoor.
Set to go live on October 8, BFF will bring more than 8 million styles across fashion, beauty and lifestyle categories. The campaign builds anticipation through a series of films built around one simple insight: when the offer is irresistible, almost anything can become a justification for refreshing your wardrobe.
Created by Tilt Brand Solutions, the films take familiar situations and stretch them into increasingly exaggerated scenarios. From discovering an old scrunchie during Diwali cleaning to receiving an aunty’s blessing at a wedding, ordinary moments quickly spiral into elaborate stories that eventually lead to a Myntra shopping cart.
Ranbir’s films explore these imagined chains through wardrobe upgrades, while Alia’s stories take cues from an OTP, a lucky card-game win and the festive season. A film featuring the real-life couple adds another twist, with Ranbir’s sneeze triggering Alia’s increasingly elaborate thoughts about sleepless nights and a pre-festive skincare refresh.
The campaign is anchored in Myntra’s proposition of offering value at scale, while using humour to make the shopping impulse feel familiar and relatable.
The films have been directed by Navzar Eranee and produced by Walkabout Films, with Ravi Varman and Shanker Raman as cinematographers.
With celebrity chemistry at its centre and everyday humour driving the narrative, Myntra’s latest BFF campaign aims to turn the familiar “I need a reason to shop” thought into festive-season entertainment.
