To put Myntra at the heart of festive shopping, we turned a traditional Iftar celebration into a stage for a witty qawwali-style face-off, with Bollywood icon Farah Khan and fashion critic Sufi Motiwala trading verses over all things fashion.
Challenge
Festive campaigns are a staple of the Indian marketing calendar and Myntra came to us wanting to stand out. With many brands leaning on familiar celebrity endorsements and sentimental storytelling, our challenge was clear: create something original, entertaining, and anchored in cultural insight—all while keeping Myntra’s premium festive fashion front and centre.
Approach
Leaning into the spirit of jashn (celebration) and jugalbandi (musical duel), we created a stylised qawwali face-off between filmmaker Farah Khan and fashion critic Sufi Motiwala. Set against the vibrant backdrop of a traditional Iftar gathering, the film brought Myntra’s festive collection to life through sharp lyrical banter, standout performances, and on-trend Eid attire. The result? A cinematic and shoppable celebration that lit up social feeds across India.
Results
We helped Myntra stand out in a crowded festive season by turning tradition on its head… and into entertainment. The campaign sparked real conversation across social platforms, drove relevance with a younger audience, and reinforced Myntra’s position as the go-to for premium festive fashion. Beyond delivering reach and engagement, we gave the brand an ownable way to champion heritage and cultural expression.
