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Myntra Turns A Found Scrunchie Into A Reason To Shop

Ad Tribe! Bureau2 min read
Ranbir Kapoor holding up a scrunchie in Myntra's Big Fashion Festival film

Myntra has launched the campaign for its Big Fashion Festival with Alia Bhatt and Ranbir Kapoor, built on the small, absurd moments people turn into a reason to shop. The sale starts on 8 October.

  • Brand: Myntra. Property: Big Fashion Festival, known as BFF
  • Faces: Alia Bhatt and Ranbir Kapoor
  • Agency: Tilt Brand Solutions
  • Sale starts: 8 October 2026
  • The idea: everyday moments spiralling into shopping justifications, among them finding a scrunchie, receiving a blessing, getting an OTP, winning at cards and sneezing
  • The film embedded here features Ranbir Kapoor

The Idea Behind The Myntra Films

Self-awareness instead of persuasion. A sale film usually argues that you should buy; these films admit that you were always going to and were simply looking for permission. Naming the thought spiral out loud is a more flattering way to talk to a shopper than telling them what they need.

Neha Gulati, senior director of brand marketing at Myntra, said BFF has always been about giving customers a reason to refresh their style at unmatched value.

What The Cast Says

Ranbir Kapoor said the films are a lot of fun because the humour comes from something so real, and that everyone has had a random thought spiral into a full-blown shopping decision.

Alia Bhatt said she loves how the films take the smallest, most random things and turn them into a perfectly good reason to shop.

Why The Timing Is The Story

Because the festive sale calendar is now a contest of dates as much as discounts. Big Fashion Festival opening on 8 October places it directly against the other large festive events of the month, and a campaign whose job is to plant the date early has to be memorable before it is persuasive.

The film is on Myntra's YouTube channel. More campaigns.

#myntra#alia bhatt#Big Fashion Festival#Ranbir Kapoor
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