‘Tyohar Ready with Myntra’
Myntra has launched its new campaign for Raksha Bandhan, featuring dynamic sibling duo Arjun Kapoor and Khushi Kapoor.
The first ad film opens to lively music, setting the scene for a familiar Rakhi episode. Arjun Kapoor, determined to impress his glamorous sister Khushi, finds himself under her critical eye, their sibling banter a humorous nod to typical Raksha Bandhan scenarios. However, Arjun surprises Khushi by stepping out in a fashionable outfit from Myntra, showcasing his improved style and Myntra’s newly added premium gifting options and festive fashion. Arjun then highlights The Myntra Rakhi Store, and its vast collection with a clear message: Myntra helps make Rakhi gestures unique and thoughtful, raising the style standards of the festival. Myntra highlights its offerings and fashion-forward choices with Arjun’s transformation, appealing to their customer base.
The second ad film opens with soft and comforting music that sets the stage for typical sibling banter. Khushi wishes Arjun a happy Rakhi, reminding him to bring her gifts. Arjun, musing about the challenge of keeping six sisters happy, reveals his secret weapon for the year: Myntra. With their one-of-a-kind Rakhi Store and its collection of premium gifts, Arjun is ready to impress his sisters and make the festival memorable, transforming the gifting experience.
Building anticipation for the campaign, both Arjun Kapoor and Khushi Kapoor had posted a video on their social handles a couple of days before the release of the ad film, titled “Aapke Khushi Arjun Ayenge”, hinting at a potential collaboration. The video went viral right after it was posted, with netizens theorizing about the nature of their collab.
Speaking on the Rakhi campaign, Abhishek Gour, director, brand and digital marketing, Myntra, said, “We’re thrilled to bring together Arjun and Khushi Kapoor for the first time on screen in our Rakhi campaign. Their sibling chemistry perfectly embodies the spirit of Raksha Bandhan. Our extensive Rakhi selection, premium gifting options, and trend-first festive fashion are enabling customers to celebrate this Rakhi at its best. This campaign also aligns perfectly with Myntra’s position of being the one of India’s most loved destinations for fashion and our recent foray into the gifting space.”
Speaking about the campaign, Ira G, CCO, Toaster, said, “Sometimes we forget that we are the only country and people that celebrate the brother-sister relationship with Raksha Bandhan. The attempt really is to nudge people to make Rakhi as special as it deserves to be with dressing up and special rakhis and unique gifts on Myntra. And Arjun Kapoor as the harrowed brother, getting his dressing and gifting wrong and combining him with Khushi Kapoor as his diva younger sister was super authentic and fun to this end.”
Speaking on the campaign, Khushi Kapoor, said, “Raksha Bandhan holds a cherished place in our hearts, and coming together with Arjun for this campaign has been a truly special experience. Myntra has made it incredibly easy to celebrate this beautiful bond with its extensive range of gifts and festive fashion. The ‘Tyohar Ready with Myntra’ campaign perfectly captures the essence of our sibling relationship, offering something for everyone to express their love and appreciation. From stylish Rakhis to trendy apparel and premium gifts, Myntra’s incredible selection ensures that every sibling can find the perfect way to celebrate Rakhi. I’m excited for everyone to see our collaboration and discover the joy of gifting with Myntra.”
Arjun Kapoor added, “Rakhi is all about celebrating the bond between siblings, and working with Khushi on this campaign has been an incredible experience and the fact that it was our first time working together just makes it better. This festival brings back a lot of good memories for me, and it’s great to share that with everyone. The wide range of gifts and festive fashion options on Myntra really adds to the joy of the celebration. I’m excited for people to see our collaboration and feel the same connection we do.”
The “Tyohar Ready with Myntra” campaign aims to solidify Myntra’s position as the ultimate shopping destination this Raksha Bandhan, depicting its impressive range of premium and curating gifting options. The platform has partnered with over 100 international, domestic and homegrown brands, and is thus able to offer gifting options across 50 key gifting categories.
Popular brands from Myntra’s Rakhi Gift Store include Giva, Swarovski, Ferns and Petals, IGP, Floweraura, Interflora, Marriott, Accessorize, MAC, Bobbi Brown, Arata, David Off, Jaguar, Mocobara, Homecentre, Pure Home+Living, Kama Ayurveda, MAC, Bath & Body Works, Guess, Boat, Noise, Fossil, Lacoste, Zoop, Chumbak among many others.
