Bengaluru: Myntra has unveiled its latest campaign, ‘Jashn-e-Iftar,’ blending festive fashion with humor and celebration. Featuring renowned filmmaker Farah Khan and fashion critic Sufi Motiwala, the campaign transforms a lighthearted fashion face-off into a grand celebration of style, reinforcing Myntra’s position as the ultimate shopping destination for premium ethnic wear, luxury gifting, and home décor this festive season.
The campaign film is set at a lavish Iftar gathering, where Sufi Motiwala, known for his sharp online critiques, delivers a qawwali-style monologue on fashion trends. Just as his critique gains momentum, Farah Khan steps in, engaging in a playful jugalbandi of witty verses, countering his remarks with her signature charm. The exchange soon evolves into a joyous celebration, highlighting Myntra’s message that fashion is about confidence, fun, and self-expression.
Speaking on the campaign, Abhishek Gour, Director, Brand and Digital Marketing, Myntra, shared,”At Myntra, we believe that fashion is an essential part of celebrations, and the festive season is the perfect time to express personal style with confidence. ‘Jashn-e-Iftar’ is a playful yet meaningful campaign that captures the joy of dressing up, blending humor, and festive fashion in a way that resonates with our audience. Farah Khan and Sufi Motiwala bring their signature wit and charm to this film, turning a fashion face-off into a moment of celebration. With our selection of ethnic wear, premium gifting, and home décor, we make it effortless for everyone to embrace the festive spirit in style. After all, fashion is not just about looking good, it’s about feeling great and making memories along the way.”
As the qawwali battle reaches its peak, a grand Myntra-branded phone dramatically appears on-screen, unveiling Myntra’s curated festive collections. The scene then shifts as Farah and Sufi reemerge in stunning ethnic ensembles, seamlessly transforming their playful debate into an exuberant celebration of fashion.
Speaking about her experience, Farah Khan said, “Festivals are meant to bring people together, celebrate traditions, and, of course, look fabulous while doing it! I had an absolute blast working on this campaign because it perfectly captures the fun and joy of dressing up during festive occasions. Myntra makes it so effortless to find the perfect festive look, whether it’s for an Iftar gathering or any other celebration. And let’s be honest, who doesn’t love a little bit of Bollywood-style drama mixed with fashion?”
Adding his thoughts, Sufi Motiwala shared, “Fashion is all about making a statement, and Myntra helps you do just that! This campaign takes my signature fashion critiques and flips them in the most entertaining way possible. The qawwali banter, the humor, and the larger-than-life celebration of style all come together to show that fashion should be fun, expressive, and full of personality. Working with Farah Khan was an absolute adventure, and I can’t wait for audiences to see this one!”
Ira G, Chief Creative Officer at Toaster India, explained the inspiration behind the campaign,”When we got the brief for ‘Jashn-e-Iftar,’ we knew we had the chance to create something beautiful that captures the joy of festive tradition. With Farah and Sufi on board, we wanted to get a jugalbandi of banter going between them. And when we landed on the qawwali format, we knew we had struck gold. The campaign captures the essence of proudly flaunting your heritage with the amazing curated looks that Myntra has to offer.”
Creative Credits:
Creative Agency: Toaster
Director: Rajdip Ray
Producer: Siddhant Malhotra
Production House: Baqsa Productions
DOP: Arindham Debnath
Music: Sameer Rahat
