Ahead of its Big Fashion Festival from October 16 to 22, Myntra has released the season’s first festive campaign aimed at positioning the online fashion destination as a ‘Festive Style Expert’.
The special Durga Pujo campaign features brother-sister duo Saif and Soha Ali Khan tugging at the heartstrings as they pay tribute to one of the most awaited festivals, Durga Pujo, an occasion to celebrate over a period of five days, with lip-smacking food and memorable moments with family.
The brand film, a part of the campaign, aptly re-creates the present scenario, with countless families celebrating the festive season through video calls, thereby striking an emotional chord with the audience, while underscoring the value of the right attire to enhance any festive celebration and make moments special.
The campaign is set to run till October 22, with Myntra well poised to leverage its leadership position in the occasion-wear category among shoppers, ahead of the festive season. The protagonists in the ad film, Saif and Soha, actively exemplify the richness of the House of Pataudi collection with their presence, embellished in grace and elegance.
‘House of Pataudi’ is an ethnic wear brand co-owned by Myntra, Saif Ali Khan and Exceed Entertainment, an integrated, multi-platform entertainment and talent management company. The brand’s festive collection, often synonymous and famed for its intricate designs and dazzling styles, will include a wide range of ethnic wear that allows consumers to revel in the festive season in style.
The film emphasises the joy of celebrating festive traditions with loved ones and is set in the auspicious occasion of Durga Puja. It opens with Saif, who is on a video call with Soha, cooking the quintessential Bengali Bhoger Khichdi. Though satisfied with his meal, he cannot shake off the feeling of missing a key ingredient. The brother-sister duo debate over what it could be, before Saif reveals it by opening the Myntra app on his phone. Soha soon receives and then unwraps a Myntra box to get pleasantly surprised by a gorgeous ‘House of Pataudi’ dress.
Realising it was Saif who sent the gift, Soha is quick to show off her elegance in the ‘House of Pataudi’ salwar. Saif, himself draped in a luxurious ‘House of Pataudi’ kurta, was missing the ethnic touch that comes with such occasions during the festive season. The film closes out with the siblings sharing a light-hearted moment. A voiceover encourages all viewers to try something new this Durga Puja.
Harish Narayanan, Head of Marketing, Myntra, said, “Our Durga Pujo campaign will establish a deeper connection with the audience while emphasising the role of Myntra in life’s special moments, specifically during this festive season. While social celebrations and gatherings may be rare, people in the country who have been in the confines of their homes are looking for basking in festive cheer and celebrating the festival in style, looking their best. As always, Saif brings a great degree of charm and depth to the ‘House of Pataudi’ brand, while Soha strongly complements that with her elegance and feminine touch.”
Saif Ali Khan said, “I take great pride in elevating and upholding the rich and varied traditions of our great country and the Pataudi and Tagore heritage. Durga Puja and all other cultural aspects of Bengal always sing to my heart as it reminds me of family and tradition. Given any situation, people have to hold their families closer than ever, and I am certain our film will connect with people across India at a deeper level.”
Afsar Zaidi, Founder and Enabler, Exceed Entertainment, said, “With the Pujo film, Myntra through its House of Pataudi film kickstarts the festive spirit in a year that has been so challenging. While this year, celebrations have taken a new form, family bond and togetherness have been redefined and that’s what the film continues to offer.”
With the goal of reaching and engaging a wider audience across India, the campaign will be run through a diversified media mix, which includes digital and social media channels, as well as running ads on TV ahead of the festive season. As a part of Myntra’s efforts to drive higher brand relevance with a diversified, market-contextual approach to its campaigns, this campaign will be run focusing on the East markets.