MUMBAI: Myntra, a fashion, beauty, and lifestyle e-commerce destinations, has unveiled its latest marketing campaign for its festive fashion event, the Big Fashion Festival (BFF). The campaign features Bollywood stars Karan Johar, Kiara Advani, and Ranbir Kapoor, showcasing Myntra’s ‘3X’ offer through brands/sellers/bank offerings, with triple layers of offers to maximise shoppers’ saving potential. The event is set to go live on 26 September, 2024. With over 3.4 million styles across 9,700+ brands, the platform aims to meet trend-first needs of shoppers across categories.
Kiara Advani, Ranbir Kapoor, and Karan Johar the company explains fit seamlessly into this campaign, each bringing a unique appeal that it says resonates with a diverse audience. Kapoor’s persona and relatable image strongly appeal to the Gen Z audience, who admire his contemporary fashion choices and genuine enthusiasm. Meanwhile, Advani’s blend of elegance and modernity connects seamlessly with fashion-forward customers. The aim is to reinforce Myntra’s commitment to offer styles. Johar adds a touch of industry-savvy flair with his fashion sense, integrating into the campaign’s overall appeal.
The ad films feature the Bollywood icons Ranbir Kapoor, Karan Johar, and Kiara Advani, whose timing for humor brings the BFF narrative to life. In both the films, Johar is seen with his two doppelgangers, whom he has auditioned. When questioned by Ranbir and Kiara in their respective films about the reasoning behind his doubles, Karan enthusiastically explains it’s because of Myntra’s 3X offer through brands/sellers/bank offerings, which provides three layers of offers. His take in the film, “more saving means more shopping” offers abundant laughter, contrasting with Ranbir and Kiara’s initial confusion that quickly turns into genuine enthusiasm over the exciting offerings during Myntra’s Big Fashion Festival.
Johar’s scheme to triple his presence, mirrors the triple offer structure, while Ranbir and Kiara’s reactions – from shock to eager participation – highlight the nature of the offers. The films conclude with both Kapoor and Advani rushing to avail themselves of these offers.
The campaign, which has been activated across TV and Digital, highlights a variety of exciting deals on popular fashion items, making the Big Fashion Festival an irresistible shopping event.
Kejal Bharat Parekh, associate director, marketing, Myntra, said, “Upon the arrival of the festive season, customers look forward to shopping the latest festive fashion which is not just trendy but also at great value. With the Big Fashion Festival, Myntra is pushing the boundaries of what a shopping event can offer. Our innovative 3X offer construct is designed to maximize value for our customers. The campaign, led by some of India’s biggest fashion icons, Ranbir, Kiara and Karan, conveys the message with wit at the core. This campaign is about making premium fashion fun, accessible, and irresistible, and we look forward to our customers’ response.”
Johar said, “I’m absolutely thrilled to be part of Myntra’s Big Fashion Festival campaign. Collaborating with Myntra is always a joy because they continuously push creative boundaries, making fashion more fun and accessible. This campaign is all about celebrating style in an innovative way, and I’m excited for everyone to experience the energy and excitement we’ve brought to life.”
Advani said, “Myntra’s Big Fashion Festival is all about amplifying your style with their 3x offers. I’m thrilled to be a part of it, as fashion plays an important role in my life, and Myntra’s commitment to making premium fashion accessible to everyone is truly commendable. It’s been a fantastic collaboration, and I’m sure shoppers will love what we’ve created.”
Kapoor said, “Joining Myntra’s Big Fashion Festival has been an amazing experience. The campaign brings together a vibrant mix of style and fun. I’m excited to see how this campaign resonates with fashion enthusiasts and enhances their shopping experience.”
