Radiant Threads: Myntra's Luminous Journey into Tamil Nadu's Cultural Tapestry

A brightly lit goddess Amman, a life-size cutout of erstwhile CM MG Ramachandran (MGR), a glittering Rajinikanth—from festivals to elections to cinema releases and even funerals, such luminous images are a common sight across Tamil Nadu. And now, propping itself up on these bamboo structures, Myntra is making in-roads into the South Indian state. 

As part of its Pongal campaign Palich Palich Pongal, the fashion e-commerce brand has put up four such light-art installations in different parts of Chennai. Featuring pop culture references and animated with sequential looped lighting, these installations are almost real-life GIFs. The OOH activation has also received a further lease of life on social media through a campaign film.

The campaign was conceptualized by Talented and executed by the Chennai-based production house Katha Chithram Productions. The brand approached the agency with a simple brief- establishing Myntra’s presence in Tamil Nadu. 

“Myntra is a well-established and widely recognized brand on a pan-Indian scale. However, in Tamil Nadu it has ample room for growth,” says PG Aditiya, CCO, Talented.