Bengaluru: Myntra is turning up the glam with the launch of its latest ad film for the much-awaited ‘Glow-up Days’ campaign, live from April 11 to 16. Fronted by the inimitable Srishti Dixit, content creator, actor, and certified queen of relatability, the film brings to life the bold, hilarious, and fabulously over-the-top spirit of transformation that ‘Glow-up Days’ is all about.
With beauty at the heart of the celebration, Glow-up Days is a selection of popular brands at the best prices, empowering customers to indulge in their ultimate glow-up moment. The campaign taps into the excitement of refreshing beauty revamps.
Speaking about the campaign, Srishti Dixit said, “Glow-up Days is such a fun and vibrant 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, no holds barred. Whether it’s with an outfit that makes you feel confident or beauty products that add a spring to your step, this campaign is all about owning your style story.”
Speaking on the campaign, Kejal Parekh, Associate Director, Marketing, Myntra, said, “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 to this, Kushger Tuli, President, Creative, 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.”
Starring Srishti Dixit, Myntra’s new ad film is a comedic take on how we all tend to “save the good stuff”, beauty essentials included, for only the most special occasions. Set in Srishti’s apartment, the film follows her in a series of hilarious, relatable scenarios where she hilariously overthinks every use of her high-end beauty products.
From resisting a spritz of her Paris-bought Jean Paul Gaultier perfume during a house party flirtation saying, “Situationship se aage badha toh hi use karungi”, to painstakingly salvaging a bottle of serum she dropped, Srishti brings her trademark wit and timing to each moment. Whether it’s pushing a date away to protect her “precious” lipstick or rationing sunscreen like it’s liquid gold before a beach day, the film cleverly captures her hyper-conscious (and hyper-dramatic) beauty-hoarding habits.
The climax delivers a reality check with her friends roasting her skincare stinginess and revealing the ongoing Glow-up Days sale on Myntra Beauty, where all her favourite international brands are available at never-before-seen prices. A surprised Srishti browses through the app, from serums to fragrances to sunscreens, and declares, “International…in my league… and so available… yeh toh complete package hai!”
https://www.youtube.com/watch?v=MsAM_jE5fvM
Creative Credits:
Agency: Tilt Brand Solutions
Production House: Dreamcatchers India
Director: Raag Sapra
DOP: Shivam Borkar
Producer: Kirk Jacob
