Myntra has launched a new campaign for the latest edition of its End of Reason Sale (EORS), featuring actress Tripti Dimri in a series of humour-led films focused on everyday fashion and accessibility across metro and non-metro markets.
The campaign arrives ahead of EORS 2026, which begins on May 29, with early access for VIP customers opening on May 28. According to Myntra, this edition of the sale will offer more than 6 million styles across fashion, beauty, and lifestyle categories from domestic and international brands.
Built around the idea that “great style has no geography,” the campaign focuses on how consumers across both metro cities and smaller towns are increasingly engaging with fashion, self-expression, and beauty trends.
The newly launched campaign films use exaggerated and playful storytelling formats to highlight the idea of staying stylish in every situation. One film is set inside an eye clinic, while another takes place aboard a skydiving plane, with Tripti Dimri bringing humour and fashion-focused confidence into otherwise unexpected scenarios.
In the first film, Dimri appears at an eye clinic dressed in a mirror-work outfit that reflects light across the room during an eye test. When questioned about being overly dressed at a clinic, she references Myntra EORS and closes the sequence with the line, “clinic ho ya picnic, hamesha style mein rehne ka.”
The second film follows a similar format, with Dimri interrupting a skydiving countdown to retouch her makeup mid-air preparation. The film highlights international beauty brands available during the sale before ending with the phrase, “diving ho ya driving, hamesha style mein rehne ka.”
Speaking about the campaign, Neha Gulati said “With EORS 24, our focus is to strengthen the excitement of discovery and value for customers across fashion, beauty, and lifestyle. With these films, we wanted to take a simple insight, that style today is not limited to occasions, and bring it alive through humorous, unexpected scenarios. Tripti was a natural fit for the campaign, given her strong fashion appeal and effortless screen presence among young, style-forward audiences. Her presence helps make the films playful, memorable, and closely aligned with the energy of EORS.”
Commenting on the collaboration, Tripti Dimri said “I had a lot of fun shooting these films because they take everyday situations and give them a stylish, unexpected twist. The humour is simple, fresh, and instantly relatable, with EORS’ compelling propositions woven into the films effortlessly. Whether it is fashion or beauty, the campaign captures the joy of finding more of what you love on Myntra in a way that feels playful and memorable.”
