Myntra has launched its campaign for the upcoming Big Fashion Festival (BFF), fronted by brand ambassadors Alia Bhatt and Ranbir Kapoor. The festival will offer over 8 million styles when it launches on October 8.
The campaign films are built around a single comic premise: that when a deal is good enough, even the smallest, most inconsequential moment can spiral into a reason to shop.
Neha Gulati, Senior Director, Brand Marketing at Myntra, said the campaign was designed to let comedy carry the message. “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.”
Inside the Films
Each film ties back to Myntra’s 3x value proposition, using the same escalating, everyday logic to get there.
In Ranbir Kapoor’s two films, small triggers spin into full wardrobe overhauls. In the first, finding an ex’s scrunchie while cleaning up after Diwali spirals into an imagined saga involving her wedding invitation and a Bollywood-style moment — sending him off to shop for a fresh ethnic wardrobe. In the second, offering his seat to an aunty at a wedding escalates into visions of blessings, a budding romance, and dates that call for a style upgrade — from kurta to sharper shirts and trousers.
Alia Bhatt’s two films follow the same logic from her perspective. In one, a cab driver’s respectful “madam” over an OTP spirals into fantasies of workplace respect and a big promotion, sending her hunting for the most glamorous outfit to celebrate in. In the other, a lucky win at cards with a friend imagines its way into festive get-togethers, meeting a partner’s family, and the need for the perfect kurta set.
A third film brings the real-life couple together on screen: Ranbir’s sneeze after a night out sends Alia into an anxious spiral about sleepless nights ahead — and an overdue skincare upgrade before the festive season.
Ranbir Kapoor said the humour stemmed from something universally recognisable. “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 echoed the sentiment. “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!”
The campaign was conceptualised by Tilt Brand Solutions, and produced by Walkabout Films.
