Myntra, the fashion, beauty, and lifestyle platforms, unveiled its campaign for the upcoming Big Fashion Festival (BFF), featuring brand ambassadors Alia Bhatt and Ranbir Kapoor. BFF will offer over 8 million styles when it goes live on 8th October. The campaign kicks off with a set of star-studded films, building excitement ahead of the shopping event .
The campaign is built on a simple idea: when a deal is good enough, even the smallest thing can become a reason to shop. It features a series of films that take everyday moments and blow them up into funny, exaggerated logic. A stray scrunchie, an aunty’s blessing, a Diwali cab ride, a lucky card game, even a sneeze, each moment sets off a chain of thoughts that ends the same way: shopping at the Myntra BFF event.
Neha Gulati – Senior Director – Brand Marketing – Myntra, said, “BFF has always been about giving customers a reason to refresh their style at unmatched value. What we really wanted with this campaign was for the humour to do the heavy lifting. Through Alia and Ranbir, we’ve captured just how universally fun the logic behind shopping can be, a scrunchie, an OTP, even a sneeze can spiral into an entire imagined story that ends in a shopping cart.
“It’s silly, it’s relatable, and it’s exactly the energy we want customers to associate with BFF this year. Each film is rooted in a moment everyone has lived through, which is what makes the hype so funny, and so easy to see yourself in. Ultimately, we want every customer, across every city, to feel that with deals this good, literally any reason is reason enough to shop,” Gulati added.
The campaign comprises a set of films, each rooted in Myntra’s 3x proposition for unmatched value, built on the same spiraling, everyday logic.
Ranbir’s films show small, everyday moments spinning into full wardrobe overhauls. In the first, finding an ex’s scrunchie while cleaning for Diwali leads him to imagine an elaborate story about her wedding invite and a big Bollywood moment, and he heads to Myntra for a new ethnic wardrobe. In the second, giving up his seat to an aunty at a wedding turns into a daydream about blessings, a possible romance and dates, and he decides to upgrade his style from kurta to sharper shirts and trousers.
Alia’s films bring the same kind of spiraling logic to life from her point of view. In one, a cab driver calling her “madam” over an OTP leads her to imagine getting respect at work, a big promotion, and the search for a glamorous outfit to celebrate. In another, a lucky win at cards with a friend turns into a daydream about festive get-togethers, meeting a partner’s family, and needing the perfect kurta set.
In this film, the real-life couple appears on screen together. When Ranbir sneezes after a night out, Alia starts imagining sleepless nights ahead and decides she needs a skincare upgrade before the festive season.
Actor Ranbir Kapoor said, “These films are a lot of fun because the humor comes from something so real; we’ve all had a random thought spiral into a full-blown shopping decision.
“The logic makes zero sense and somehow makes complete sense at the same time. I think audiences are going to see a bit of themselves in every one of these moments, and that’s what makes BFF’s campaign and proposition land so well this year,” Kapoor added.
Actor Alia Bhatt said, “I love how these films take the smallest, most random things… an OTP, a card game, even a sneeze… and somehow your brain turns them into a perfectly good reason to shop! Which, honestly, is very relatable. We all have those moments where one thought leads to another and suddenly you’ve completely justified something you probably didn’t need five minutes ago.
“It made the films really fun to shoot because the situations are silly, but also weirdly real. And this time, with Myntra BFF, there’s actually a reward for letting your mind run away with you!” Bhatt added.
