Ad Campaigns
Myntra promotes ‘Big Fashion Festival’ with celeb, influencer-heavy campaign
Mumbai: Ahead of its ‘Big Fashion Festival’ (BFF) slated between 3 and 10 October, fashion e-tailer Myntra has rolled out a 360-degree marketing campaign aimed at strengthening its position as India’s ‘fashion expert’ and the go-to destination for festive fashion shopping. The campaign called ‘Tyohar Ki Fashion Shopping, Only With India’s Fashion Expert,’ aims to reach both existing and new customers, with a heightened focus on regional audiences, to inform them about the brand’s offerings for the festive period and BFF in particular.
The celeb-heavy campaign featuring brand ambassadors Hrithik Roshan, Vijay Deverakonda, Dulquer Salmaan, Silambarasan, Kiara Advani, Samantha Akkineni, and Disha Patani in 15-second ad films is currently live across multiple TV channels, OTT, social and digital platforms. In addition to the brand’s official ambassadors, other stars such Vaani Kapoor, Yami Gautam, Mallika Dua and Konkona Sen Sharma will be seen in region-specific engagements through various content formats such as reels, videos, and stories.
Over 100 high-impact celebrities and influencers from the worlds of Bollywood, OTT, reality TV, and digital will drive awareness through pre-buzz and event days while highlighting the fashion ranges and occasion wear among their fans and followers. With the current edition of BFF coinciding with the T-20 series, Myntra has collaborated with CSK and RCB to amplify the reach and engagement of the campaign.
“The festive season is the most-awaited time of the year, and festive shopping plays a pivotal role in elevating the celebration spirit,” said Myntra CMO Harish Narayanan.”With the current edition of our BFF being our largest-ever edition in terms of brands, selection and offers, we have created a robust 360-degree campaign that not only highlights our proposition but also reaches every cohort of shoppers, with equal focus on those celebrating regional festivals.”
“We have not only increased presence by targeting leading social, digital and electronic platforms, but also the frequency, to boost top-of-mind recall among various age groups, across the country,” Narayanan further said.
The ‘early access’ happening between 1 and 2 October will provide special offers and benefits to members of Myntra’s loyalty program ‘Myntra Insider’ who can also avail of free shipping for six months until February 2022, and insider-exclusive value offers from over 150 brands. The ‘insiders’ will also have access to gift vouchers from some of the leading brands, said Myntra in a statement.
The ‘Play & Earn’ feature will allow users to play games and redeem their stars to get attractive rewards. There’s also an array of benefits for first-time users of the platform. Myntra will also use in-app promotions to communicate deals, prices, and details of various benefits over the course of the next few days, it added.
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.
