Myntra Teams Up With Alia Bhatt & Ranbir Kapoor For BFF Campaign Crafted By Tilt Brand Solutions

Turning Absurd Everyday Spirals Into Shopping Cart Realities

In the run-up to the festive shopping rush, fashion e-commerce giant Myntra has launched its flagship campaign for the upcoming Big Fashion Festival (BFF), set to go live on October 8. Conceptualized and created by Tilt Brand Solutions, the campaign features power-couple and brand ambassadors Alia Bhatt and Ranbir Kapoor.

Rooted in everyday human psychology, the ad films explore how trivial, routine occurrences—from finding an old scrunchie to receiving an OTP—can trigger humorous, exaggerated mental spirals that somehow justify a complete festive wardrobe refresh.

Inside The Films: From Stray Scrunchies To Unexpected Sneezes

The narrative arc of each film takes a mundane micro-moment and stretches it into a dramatic chain of thought:

• Ranbir’s Narratives: In one spot, finding an ex’s scrunchie while cleaning for Diwali triggers an imagined wedding scenario and a subsequent ethnic wear spree. In another, offering a seat to an elder at a wedding morphs into thoughts of romance and an instant wardrobe upgrade.
• Alia’s Narratives: A simple OTP exchange with a cab driver spirals into envisioned workplace recognition and a celebratory outfit, while winning a casual card game escalates into meeting a partner’s family in a stylish new kurta set.
• The Shared Spot: A joint film opens with Ranbir sneezing after a night out, prompting Alia to envision sleepless nights and instantly rationalize a pre-festive skincare haul.

Brand Speak & Campaign Vision

"BFF has always been about giving customers a reason to refresh their style at unmatched value. What we really wanted with this campaign was for the humour to do the heavy lifting. Through Alia and Ranbir, we've captured just how universally fun the logic behind shopping can be—a scrunchie, an OTP, even a sneeze can spiral into an entire imagined story that ends in a shopping cart. It's silly, it's relatable, and it's exactly the energy we want customers to associate with BFF this year." — Neha Gulati, Senior Director, Brand Marketing, Myntra

"These films are a lot of fun because the humour comes from something so real; we’ve all had a random thought spiral into a full-blown shopping decision. The logic makes zero sense and somehow makes complete sense at the same time. I think audiences are going to see a bit of themselves in every one of these moments." — Ranbir Kapoor, Actor & Brand Ambassador

"I love how these films take the smallest, most random things—an OTP, a card game, even a sneeze—and somehow your brain turns them into a perfectly good reason to shop! Which, honestly, is very relatable... suddenly you’ve completely justified something you probably didn’t need five minutes ago. And this time, with Myntra BFF, there’s actually a reward for letting your mind run away with you!" — Alia Bhatt, Actor & Brand Ambassador