Myntra’s M-Now launches “Bhai Code” campaign for Raksha Bandhan

Bengaluru: Myntra has decided the best way to sell Rakhi gifts is to poke fun at brothers everywhere. Its quick-commerce arm, M-Now, has launched Bhai Code, a Raksha Bandhan campaign that leans hard into sibling ribbing while quietly pushing its speed-delivery muscle across fashion, beauty and gifting. It is cheeky, it is on brand, and it is built entirely around the last-minute panic that defines Rakhi shopping for most brothers.

The lead film runs with a simple conceit: brotherhood as a secret rulebook, packed with very serious rules for very unserious situations. Budgets get set, an overambitious NRI brother gets muted, phones get smashed over badly timed ringtones. Underneath the gags sits the real message, that brothers do look out for their sisters, and that M-Now is where they can act on it fast by shopping straight off their sisters’ wishlists. The tagline does the heavy lifting: “the rules of Rakhi have changed.”

The commercial logic is not subtle either. Myntra has widened its Rakhi play this year across premium gifting, festive dressing and rakhis themselves, with a storefront spanning ethnic wear, footwear, beauty, accessories, handbags and a growing line of premium and silver rakhis. The brand list reads like a gifting wish list in itself: Tommy Hilfiger, YSL, Dyson, Estee Lauder, GIVA, Carolina Herrera, Prada, Forest Essentials, Kama Ayurveda, Victoria’s Secret, Titan, Timex, Zouk, Lavie, Palmonas and Zaveri Pearls sit alongside ethnic names such as Libas, Jompers, Manyavar, Indo Era and True Browns. On M-Now alone, shoppers get more than 1,500 rakhi styles to pick from.

Scale is the other half of the story. M-Now is now live across Bengaluru, Mumbai, Delhi NCR, Kolkata, Chennai, Hyderabad, Pune, Patna, Jaipur, Lucknow and Ahmedabad, offering access to over 1 lakh SKUs from more than 1,000 brands. Over the past year it has become a genuine growth engine for Myntra, and this campaign is as much about cementing that speed-led positioning as it is about Rakhi sentiment.

Abhishek Gour, senior director, marketing, Myntra, frames it plainly: Raksha Bandhan is a gifting occasion built on last-minute purchases, and the campaign’s playful take on sibling dynamics is designed to position M-Now as the fix for exactly that kind of fashion emergency.

The creative team at Talented, Aditi Gujaran and Vaibhav Pachisia, took the brother’s point of view and ran with the idea of a rulebook for being a bhai, a secret brotherhood built on unserious rules for a mostly serious occasion. Myntra, they say, gave them room to take the idea somewhere unexpected and backed them to see it through, which is precisely the kind of creative latitude that produces work people actually want to watch rather than skip.