Ad Campaigns
Hrithik Roshan finds reasons to shop in Myntra’s ‘End of Reason Sale’ campaign
Mumbai: Myntra has launched a marketing campaign ahead of the fifteenth edition of its flagship, ‘End of Reason Sale’ (EORS), scheduled to be held between 18 to 23 December. The tagline for the campaign ‘Ab Har Koi Reason Chalega!’ sums up the proposition of the event, while urging consumers to shop with just a reason, however silly the reasons might be.
Conceptualised by Brave New World, Myntra will be launching 15-second ad films, starring an existing band of celebrity ambassadors, such as Hrithik Roshan, Dulquer, Simbu, Vijay, Kiara Advani, Disha Patani, and Samantha.
The storyboards of the ad films conform to the tagline ‘Ab Har Koi Reason Chalega!’ with the ‘Reason to shop’ taking centre stage in the ad films, viewers can witness their favourite celebrities making up reasons to shop on Myntra. Hrithik for instance, uses his new hairdo as an excuse or reason to shop, Samantha uses an unknown holiday destination and installing a new mirror as reasons enough to shop, it pains Bhuvan to witness two of his wardrobe hangers without any clothes and he decides to shop to have them occupied. Bhuvan also stars in an ad film where he chooses to shop for colours that he thinks his pet dog can identify and appreciate. Thus, the ad films use reasons, small and big, as examples to induce shopping among viewers, ahead of EORS-15, with quirky thematic storytelling helmed by its celebrity ambassadors.
In order to drive buzz and salience for the property, Hrithik, Kiara lead the Hindi TVC’s, and Dulquer, Simbu, Vijay, and Samantha add a touch of southern flavour to their respective scripts. The films will be streamed across multiple leading TV channels, social and digital platforms.
While Hrithik will be seen on TVCs and digital ad films promoting the men’s apparel category, kids and footwear categories, Vijay, Dulquer and Simbu will promote the men’s fashion category in regional edits. Kiara will front Women’s western wear, Disha will lead the beauty and personal care category, while Samantha will lead Women’s ethnic wear as well as accessories.
“Our marketing campaign for the upcoming edition of EORS has been developed keeping in mind the new-age lifestyle consumers who are both fashion-conscious and social media savvy,” said Myntra vice president Achint Seti. “This has prompted us to focus extensively on our social commerce platform, including M-Live to engage with our audiences at scale through their favourite celebrities and influencers.”
“Apart from this, our TV ad campaigns with celebrities, help us reach every part of the country and demography, with the central message of the campaign, that urges shoppers to have a reason to shop, no matter how silly, captured effectively in the ad. This is one of the biggest marketing campaigns that we have put up for EORS and we are expecting to reach ~200 million people,” he further said.
The brand recently forayed into social commerce at scale, by launching M-Live which enables a real-time video-enabled, interactive shopping experience, guided by influencers and experts. EORS-15 will witness M-Lives with celebrities and influencers on Myntra-Studio alongside a heightened influencer engagement program at Myntra across all social media channels.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
