Myntra is bringing Alia Bhatt and Ranbir Kapoor together for its latest Big Fashion Festival (BFF) campaign, turning ordinary moments into elaborate reasons to shop. Created by Tilt Brand Solutions, the campaign plays on the familiar way a small thought can quickly snowball into a completely unrelated shopping decision. Across a series of films, everyday triggers such as finding a scrunchie, receiving an OTP, winning a card game or simply sneezing lead the actors into increasingly exaggerated scenarios that ultimately end with a Myntra shopping cart. The campaign builds its humour around this chain of thought, with each film taking a seemingly insignificant moment and stretching it into an imagined future that calls for a new outfit or beauty product.
In one of Ranbir Kapoor’s films, finding an ex’s scrunchie while cleaning for Diwali sends him into a fantasy involving marriage and a new ethnic wardrobe. Another begins with him giving up his seat to an aunty at a wedding, before his thoughts move towards romance and eventually a wardrobe upgrade.
Alia Bhatt’s films follow the same storytelling device. An OTP-related exchange with a cab driver leads to thoughts of workplace recognition and a celebratory outfit, while winning a card game takes her imagination towards festive gatherings, meeting a partner’s family and shopping for a new kurta set.
One film brings both actors together, beginning with Ranbir sneezing after a night out. Alia’s imagination then takes the situation through sleepless nights and eventually to the need for a skincare upgrade ahead of the festive season.
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.”
Ranbir Kapoor said: “These films are a lot of fun because the humour 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 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!”
Myntra BFF will go live on October 8, with the campaign using the celebrity pairing and exaggerated everyday scenarios to build momentum around the shopping event.
