Myntra Beauty’s Glow-up Days campaign, featuring content creator and actor Srishti Dixit, has secured the 38th position in IMPACT’s Top 75 Campaigns of 2025.
Centred on themes of transformation and self-expression, the campaign taps into a familiar consumer insight, our tendency to “save the good stuff” for special occasions, beauty products included.
Set inside Srishti Dixit’s apartment, the film follows her through a series of relatable, everyday moments where she overthinks using her high-end beauty essentials. From avoiding her expensive perfume with the line, “Situationship se aage badha toh hi use karungi,” to desperately trying to save a fallen serum bottle, pushing away a date to protect her lipstick, and rationing sunscreen ahead of a beach day—the film humorously captures her dramatic yet familiar skincare habits.
The narrative reaches its peak when Srishti’s friends call out her beauty-product stinginess and introduce her to Myntra Beauty’s ongoing Glow-up Days sale. The reveal highlights the availability of international beauty brands at never-before-seen prices, prompting a surprised Srishti to scroll through the app, from serums and fragrances to sunscreens before declaring, “International… in my league… and so available… yeh toh complete package hai!”
Developed by Tilt Brand Solutions, the campaign’s creative was led by Kushager Tuli (President-Creative).
For its 2025 rankings, the IMPACT editorial board evaluated hundreds of campaigns based on parameters including narrative clarity, creative execution, originality, production quality, and overall impact.
