Myntra has rolled out a campaign ‘dress-up season’ featuring actor Sidharth Malhotra and Kiara Advani ahead of its ‘Big Fashion Festival’ (BFF) annual sale.
Conceptualised by the brand’s in-house team, the films are set in a warm and festive environment, showcasing the chemistry between Malhotra and Advani as they exude charm and grace in their festive attire. In the first film, husband-wife duo engage in a spirited card game, with Malhotra teasing Advani about her plans for the money she wins. In a playful retort, Advani suggests investing it in upgrading Malhotra's wardrobe, taking advantage of the fantastic deals on global brands offered at Myntra's BFF.
In the second film, Advani inquires about Malhotra's Diwali gift plans for his sister-in-law, to which he cleverly hints at shopping from Myntra's BFF, which boasts enticing international brands. This banter culminates with Malhotra aspiring to earn the coveted 'jiju of the year' (brother-in-law of the year) title through this thoughtful gesture, with Myntra playing a significant role in facilitating it. These advertisements not only emphasize the allure of fashion during festive celebrations but also underscore Myntra's role as a facilitator of these joyful occasions.
Vijay Sharma, senior director, marketing, Myntra, said, “Fashion has always played a critical role in festivities. Any celebration starts by ‘dressing up’ for it. The campaigns bring this insight alive, inviting our audience to put fashion at the heart of their celebrations. And with Sidharth and Kiara celebrating their first Diwali as a newly married couple, we have found the perfect duo to encapsulate the essence of festivities and the role that Myntra plays in their celebrations.”
Director: Sunny and Shivin
Photographer: Abhitabh Kamle
Production house: Jouska