Myntra has unveiled its latest campaign featuring Bollywood actress Renuka Shahane, offering a humorous yet relatable take on the multi-function wedding experience of a joint family. From Haldi to Reception, the campaign positions Myntra as the trusted fashion ally.
The campaign, that was conceptualised and executed by Only Much Louder (OML), is rooted in cultural authenticity and delivered through a slice-of-life storytelling lens, the campaign follows a relatable character played by Renuka Shahane, navigating the chaos of back-to-back weddings, overlapping functions, and highly specific outfit themes.
Link to the ad campaign:
Speaking about the campaign, Monalisa Panda, Associate Director, Social Media Marketing and Creator Ecosystem, Myntra, said, “This campaign strengthens Myntra’s position as the go-to fashion destination for every celebration, especially in the culturally rich and vibrant Indian wedding season. With a humorous yet relatable take on the multi-event wedding chaos, we highlight how Myntra’s wide selection and swift delivery empower shoppers to stay effortlessly stylish through every function. Whether it’s stunning looks for Haldi, Mehendi, or Sangeet or last-minute outfit needs, Myntra is at the heart of it all, enabling a seamless fashion experience for today’s dynamic, multi-generational families. Through compelling, character-driven storytelling, we aim to reflect how modern India celebrates tradition, with a touch of flair and functionality.”
Reflecting on her role in the campaign, Renuka Shahane said, “Indian weddings are a vibrant blend of emotions; love, laughter, a touch of chaos, and of course, the inevitable outfit dilemmas. What drew me to this campaign was how beautifully it captured these nuances with warmth and wit. It was a pleasure collaborating with Myntra on a film that brings humour, nostalgia, and fashion together in such a relatable way.”
“At OML, we’ve spent over two decades building a creative voice rooted in humour, culture, and authenticity. This campaign reflects the sweet spot we operate in—taking everyday Indian insights like the fact that shopping for the wedding season with the best looks across multiple functions can be QUITE the task. Using that to then catapult Myntra as the best solution for both variety and convenience. We knew we needed to go beyond cliched fashion montages. So, we built a world, a character, and a story that audiences can laugh with, share, and see themselves in,” Manav Parekh, SVP and Executive Creative Director at Only Much Louder.
