Myntra has unveiled its campaign for the upcoming Big Fashion Festival (BFF), featuring brand ambassadors Alia Bhatt and Ranbir Kapoor. The shopping event goes live on 8 October, offering more than 8 million styles across fashion, beauty and lifestyle.
Built around the idea that an irresistible deal can turn even the most ordinary moment into a reason to shop, the campaign uses exaggerated, humorous narratives rooted in everyday situations.
Ranbir Kapoor’s films see minor triggers spiral into elaborate scenarios that lead to wardrobe upgrades. In one, finding an ex’s scrunchie during Diwali cleaning sparks an imagined wedding scenario, while another begins with offering a seat to an aunty at a wedding and evolves into thoughts of romance and a new wardrobe.
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.”
Alia Bhatt’s films follow a similar narrative. A cab driver addressing her as “madam” leads her to imagine workplace recognition and a promotion, while a lucky win at cards sets off thoughts of festive gatherings and meeting a partner’s family, prompting a search for the perfect festive outfit.
Ranbir Kapoor, Actor, 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."
Alia Bhatt, Actor, 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!”
A film featuring Bhatt and Kapoor together centres on a sneeze after a night out, which sends Bhatt into an exaggerated spiral about sleepless nights and the need for a skincare upgrade ahead of the festive season. The campaign comprises multiple films, all built around Myntra’s 3x proposition for value and designed to build anticipation for BFF ahead of its launch.
