Indian fashion e-commerce platform Myntra has launched a new campaign to promote its upcoming Big Fashion Festival sale, featuring Bollywood stars Karan Johar, Kiara Advani, and Ranbir Kapoor. The campaign creatively highlights Myntra’s ‘triple discount’ offering through a series of humorous ads.
At the heart of the campaign are two ad films centered around acclaimed filmmaker Karan Johar and his two body doubles. In the first film, Kiara Advani finds herself in a comical scenario as multiple versions of Johar approach her. Initially confused, Advani assumes that Johar’s self-obsession has taken an extreme turn. However, Johar humorously explains that his true obsession is with fashion, and the multiple versions of himself are necessary to fully take advantage of Myntra’s upcoming sale.
The second advertisement features Ranbir Kapoor on a film set, where he’s perplexed by Johar’s unusual directing method involving body doubles to shout ‘action’. Once again, Johar elucidates that this peculiar arrangement is in preparation for Myntra’s grand sale event.
Prior to these main advertisements, Myntra piqued audience interest with a teaser film. This intriguing prelude depicted Karan Johar auditioning for an undisclosed role, subtly setting the stage for the reveal of his ‘trifecta’ in the subsequent adverts.
To further build anticipation, Myntra released a 22-second spot titled ‘The Power of 3′, featuring all three celebrities. This tantalising glimpse served as a precursor to the full-fledged campaign, effectively whetting viewers’ appetites for the forthcoming advertisement films.
The campaign’s creative approach plays on Karan Johar’s larger-than-life persona, using humour and star power to convey Myntra’s attractive discount offer. By presenting Johar in triplicate, the advertisements visually reinforce the ‘triple discount’ concept in a memorable and entertaining manner.
Myntra’s Big Fashion Festival is set to commence on 26 September, promising fashion enthusiasts across India an opportunity to indulge in a shopping extravaganza.
