Rohit Shetty fronts Myntra’s EORS 23 campaign focused on price crash

Myntra has released its marketing campaign for the 23rd edition of the End of Reason Sale, led by filmmaker Rohit Shetty. The event begins on 5 December, with VIP access opening on 4 December. This edition centres on the EORS Price Crash, which offers value-led pricing across 6 million styles and more than 10,000 brands spanning fashion, beauty and winterwear.

The films present Shetty using his trademark action humour to tackle everyday wardrobe dilemmas, linking each scenario to the central message of the EORS Price Crash. The creative arc builds from a teaser in which Shetty appears frustrated because he has ‘crashed everything possible’ in his films. The campaign then positions the price crash as his next discovery, signalling the scale of offers available during the sale.

Shetty said, “This was my first time collaborating with Myntra, and what caught my attention immediately was the idea itself. Taking everyday situations people face and giving them an unexpected, entertaining twist is what the ‘Price Crash’ campaign delivers.”

Neha Gulati, senior director brand marketing at Myntra, said the campaign reinforces the value proposition associated with the End of Reason Sale. She noted that Shetty’s presence helps present common fashion challenges in an accessible and engaging manner for shoppers seeking trends and affordability.

The films use stylised, action-driven moments to resolve situations such as repeated outfits, party-season wardrobe stress, winterwear shortages and budget constraints. In one film, Shetty discovers the ‘biggest crash’, prompting a rack of clothes to burst into the frame and revealing the EORS offers. Another follows Stylish Sanya, who manages multiple party looks once the price crash unlocks new options within her budget. A separate film sees No Hit Shobhit finally break his habit of repeating a bomber jacket, while another features Thandi Tanya, who updates her winterwear after overspending in summer.

Collectively, the campaign communicates that the Myntra EORS Price Crash aims to offer fashion variety and accessible pricing for customers across India.