Myntra has brought brand ambassadors Alia Bhatt and Ranbir Kapoor together for its latest campaign for the Big Fashion Festival (BFF), building its festive shopping narrative around a simple idea: when the deal is good enough, almost anything can become a reason to shop.
Created by Tilt Brand Solutions, the campaign uses a series of humorous films in which ordinary, often inconsequential moments trigger elaborate chains of imagination that eventually lead to one destination, a Myntra shopping cart. The Big Fashion Festival goes live on October 8.
Ranbir Kapoor features in films built around everyday situations that quickly spiral out of control.
In one film, he discovers an ex’s scrunchie while cleaning for Diwali. What begins as a seemingly random find turns into an imagined sequence involving her wedding, an invitation and eventually the need for a completely new ethnic wardrobe.
Another film starts with Ranbir offering his seat to an aunty at a wedding. The simple gesture sets off a chain of thoughts involving blessings, romance and future occasions each one conveniently requiring another wardrobe upgrade.
Alia Bhatt’s films follow the same exaggerated thought-process format.
In one, a cab driver’s interaction with her over an OTP sends her imagination towards workplace recognition, a promotion and, naturally, the outfit she would need for the celebration. Another starts with a lucky win at a card game before spiralling into thoughts of festive gatherings, meeting a partner’s family and finding the right kurta set.
Rather than presenting shopping as a carefully considered decision, the campaign plays on the familiar habit of retroactively finding a justification for a purchase.
With the Big Fashion Festival approaching, Myntra’s latest campaign does not build its story around a single festive occasion or shopping need. Instead, it takes the more universal impulse to shop and turns the “reason” itself into the campaign idea because during BFF, apparently, even a sneeze can be enough.
