Myntra has launched its much-anticipated campaign for the 22nd edition of the End of Reason Sale (EORS), the platform’s flagship fashion event. The campaign brings together choreographer and filmmaker Farah Khan with brand ambassadors Shah Rukh Khan and Kiara Advani, delivering a witty and warm celebration of Myntra’s unbeatable ‘Lowest Price Guaranteed’ offers and assured cashback during the sale.
Departing from traditional advertising formats, the campaign features a playful behind-the-scenes style film that captures the chaos of a commercial shoot gone off-script. Directed by Farah Khan, the film humorously portrays Shah Rukh Khan and Kiara Advani undertaking a series of unexpected tasks — from cutting onions to playing dumb charades emphasising that the sale’s deals themselves are the real stars. Meanwhile, Farah enjoys a spa break, highlighting that the real work lies in the irresistible offers, not the usual ad production.
The campaign, which went live recently, previews what promises to be the most exciting and expansive EORS yet, starting on May 31, with early access for VIP customers from May 30. Myntra’s approach reflects a modern marketing philosophy, focusing on ‘brandformance’—a full-funnel strategy where every impression, across platforms, contributes to shifting consumer perception.
Speaking about the campaign, Kejal Parekh, Associate Director of Marketing at Myntra, explained, “EORS 22 is all about letting the deals speak for themselves. This campaign breaks away from convention, with Shah Rukh, Kiara, and Farah bringing humor and charm to a behind-the-scenes concept where the ad takes a backseat to the unbeatable value on offer.”
Shah Rukh Khan praised Myntra’s bold strategy, saying, “It’s always exciting to be part of a concept that breaks convention. Myntra’s confidence in its proposition, that the event sells itself, is both bold and engaging.”
Farah Khan added, “The idea that the event markets itself without needing a conventional ad was both bold and brilliant. It was amazing to have such a fun and unconventional shoot, with Shah Rukh and Kiara taking on quirky tasks with great spirit.”
Kiara Advani shared her excitement about the campaign, stating, “It’s always fun to be part of an out-of-the-box campaign like EORS—one that pushes boundaries while keeping things light and relatable.”
Adarsh Atal, Chief Creative Officer at Tilt Brand Solutions, noted, “The sale proposition itself—Lowest Prices Guaranteed—gave us a provocative insight. With mega celebrities like Shah Rukh Khan, Kiara Advani, and Farah Khan on board, we decided to put their time to quirky use since the sale doesn’t really need a traditional ad.”
Myntra’s EORS campaign sets a new benchmark in fashion marketing, combining star power, humor, and a focus on unbeatable deals to capture the spirit of India’s biggest fashion celebration.
