Myntra’s End of Reason Sale (EORS) is back with its latest edition, positioning itself around a renewed idea of what fashion and self-expression mean. The event will go live on 29 May, with early access for VIP customers starting 28 May. This year’s edition brings more than 6 million styles from fashion and international beauty brands, reinforcing Myntra’s push to make fashion more accessible and inclusive for a wider set of consumers.
At the core of the campaign is the belief that style has no geography. Whether in Mumbai or Mysuru, Delhi or Dimapur, EORS aims to put sought-after fashion, lifestyle, and beauty brands within easy reach, offered at value that makes discovery and purchase decisions simpler. To bring the proposition alive, Myntra has rolled out two new campaign films featuring actress Tripti Dimri, taking a playful, humour-led approach.
The films place her in unexpected settings—from an eye clinic to a skydiving plane—to underline that it is possible to show up stylishly anywhere and at any occasion, with Dimri’s fashion-forward presence anchoring the message that EORS is where aspiration meets accessibility for every shopper.
Neha Gulati, Senior Director, Brand Marketing, Myntra, 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,” Gulati added.
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.”
The first film opens in an eye clinic, where a doctor is conducting an eye test against a LogMAR chart as mirror-like light spots reflect across the room. The source of the glare is soon revealed to be Tripti, dressed in a striking Indian outfit with intricate mirror work. When the doctor questions the need for so much style at a clinic, Tripti points to Myntra EORS, highlighting fashion brands available at Myntra Minimum Prices and closes the moment with, “clinic ho ya picnic, hamesha style mein rehne ka.”
The second film opens with a skydiving instructor preparing the group for a jump. Just as he begins the countdown, Tripti interrupts him, calmly flipping her hair in slow motion before pulling out a compact to retouch her makeup. When the instructor questions the need for style while skydiving, Tripti brings in the EORS proposition, highlighting that international beauty brands are now available at ‘Myntra Minimum Prices’. She then lands the playful line, “diving ho ya driving, hamesha style mein rehne ka,” before jumping out of the plane.
Together, the films build excitement for the Myntra End of Reason Sale, starting 29th May, inviting consumers to explore fashion and international beauty brands at Myntra Minimum Prices.
Creative Credits:
- Creative: Rahul Mathew, Kartikeya Tiwari, Rupesh Patkar, Aniket Patil, Piyali Poddar, Guruguhan M, Zenil Asher, Savannah Patel, Malhar Vaidya, Atoshi Sikdar, Vikith Jain, Sakshi Gaikwad, Shivali Vegad, Kriti Sachdeva
- Business: Dheeraj Sinha, Ruchita Purohit, Anshul Rane, Nancy Oberoi, Vaibhavi Daxini, Ranveer Desai Strategy: Noor Samra, Somdatta Roychowdhuri
- Films: Aanandita Banerjee, Shifa Siddique, Prayag Nair, Vrutika Jethwa
