~ Myntra unveils its Big Fashion Festival campaign with Alia Bhatt and Ranbir Kapoor — humour-led films turn OTPs, scrunchies and sneezes into reasons to shop ahead of the 8 October sale. ~
Bengaluru, September 2026: Myntra has unveiled its campaign for the upcoming Big Fashion Festival (BFF), starring brand ambassadors Alia Bhatt and Ranbir Kapoor. The shopping event goes live on 8 October with over 8 million styles, and the films are already building the festive cart logic: when a deal is too good, almost anything becomes a reason to shop.
Created around spiralling everyday moments — a stray scrunchie, an aunty’s blessing, a Diwali cab ride, a lucky card game, even a sneeze — the films escalate ordinary triggers into exaggerated wardrobe and beauty needs that land on Myntra’s 3x value proposition. Ranbir’s cuts spin festive deep-cleaning and wedding courtesy into ethnic and tailored upgrades; Alia’s tracks turn a rideshare OTP and a card-game win into promotion glam and festive kurta sets; a joint film lets a late-night sneeze justify a restorative skincare run.
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.”
Ranbir Kapoor noted the humour lands because it feels familiar: “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.” Alia Bhatt added that the smallest triggers become “a perfectly good reason to shop” — and with BFF, “there’s actually a reward for letting your mind run away with you.
Campaign credits: concept by Tilt Brand Solutions; production by Walkabout Films; directed by Navzar Eranee; DOP Ravi Varman and Shanker Raman.
Marketing take: Festive fashion sales still need a permission structure for impulse. Myntra’s bet is comedy as conversion — celebrity faces, spiral storytelling, and a hard date with 8 million styles. If the films make “any reason is reason enough” feel shared rather than pushy, BFF’s pre-heat becomes as important as the discount stack on 8 October.
