Myntra’s Beauty Sale runs April 11-16, offering international brands at exclusive prices
Srishti Dixit Stars in Relatable Beauty Hoarding Campaign
Myntra has unveiled a humorous and relatable new advertisement for its highly anticipated ‘Glow-up Days’ beauty sale campaign. The e-commerce fashion giant’s latest promotion features popular content creator and actor Srishti Dixit in scenarios that perfectly capture how consumers often “save the good stuff” when it comes to premium beauty products.
Campaign Highlights Consumer Behavior Around Luxury Beauty Items
The engaging advertisement is set in Srishti’s apartment and follows her through various everyday beauty dilemmas that many consumers face. The narrative cleverly illustrates the common tendency to reserve high-end beauty essentials exclusively for special occasions.
In the film, viewers see Srishti in multiple relatable situations:
- Refusing to use her expensive perfume with the justification “Situationship se aage badha toh hi use karungi” (I’ll only use it if the relationship progresses)
- Desperately trying to salvage every drop from a dropped bottle of premium serum
- Pushing away a date to protect her high-end lipstick from being ruined
- Carefully rationing sunscreen before heading to the beach
These scenes humorously highlight the emotional attachment and rationing behavior many consumers develop with premium beauty products.
Friends Reveal Myntra’s Solution to Beauty Product Hoarding
The advertisement reaches its climax when Srishti’s friends call out her excessive skincare stinginess and introduce her to Myntra’s ongoing Glow-up Days sale. The friends reveal that her favorite international beauty brands are available at unprecedented prices through the Myntra Beauty platform.
The ad concludes with an excited Srishti browsing through the Myntra app, discovering affordable options across product categories from serums to fragrances to sunscreens. Her delighted reaction: “International…in my league… and so available… yeh toh complete package hai!” (This is a complete package!) encapsulates the campaign’s core message of accessibility to premium beauty.
Campaign Voices: What the Creators Say
Srishti Dixit, the face of the campaign, shared her enthusiasm: “Glow-up Days is such a fun and empowering concept! I loved bringing it to life with Myntra. It’s about more than just a makeover; it’s about celebrating every version of yourself. Whether it’s an outfit that makes you feel bold or beauty products that add a spring to your step, this campaign is all about owning your style story.”
Kejal Parekh, Associate Director of Marketing at Myntra, explained the campaign’s vision: “The core of our Glow-up Days campaign is to break down barriers and make premium international beauty brands truly accessible to everyone. This campaign is about empowering individuals to look and feel their absolute best, without being worried about how much it costs. Our collaboration with Srishti beautifully illustrates how we are enabling a space where the finest beauty products can be explored and enjoyed freely, allowing everyone to experience the best of what international beauty has to offer.”
Adding creative insight, Kushger Tuli, President, Creative at Tilt Brand Solutions said: “Every Indian woman has seen days where she’s had to ration and use her favourite beauty products sparingly. We brought this insight alive in Myntra’s quintessentially quirky world and showcased how Myntra Beauty Glow Up days can make these desperate days of controlled use a thing of the past.”
Campaign Distribution and Creative Team
The ‘Glow-up Days’ campaign will be distributed across multiple digital channels including social media platforms and influencer networks, with Srishti Dixit continuing to promote Myntra Beauty products throughout the sale period of April 11-16, 2025.
Creative Credits:
- Agency: Tilt Brand Solutions
- Production House: Dreamcatchers India
- Director: Raag Sapra
- DOP: Shivam Borkar
- Producer: Kirk Jacob
