Myntra has once again redefined how fashion marketing is done, with the launch of its 22nd End of Reason Sale (EORS) campaign featuring an unconventional and hilariously self-aware commercial. Directed by choreographer and filmmaker Farah Khan, the campaign stars Bollywood icons Shah Rukh Khan and Kiara Advani, but not in the roles you might expect. Rather than spotlighting fashion collections or glamour shots, the ad puts the spotlight on the unbeatable deals Myntra offers—and the stars end up as reluctant assistants in a commercial that insists it doesn’t need to exist.
When the Director Says the Ad Doesn’t Matter
The ad opens on a high-energy set, complete with Shah Rukh Khan and Kiara Advani ready to shoot what appears to be a big-budget commercial. But Farah Khan, in her classic tongue-in-cheek style, quickly derails expectations. She announces that the EORS deals are so strong that they don’t need a conventional advertisement. “Why make an ad for an offer like this?” she asks, before assigning her celebrity cast to increasingly bizarre tasks—like chopping onions and shelling peas—because, well, they’ve already signed the contract.
Farah is joined by her Insta-famous cook and content partner, Dilip, who doubles as her assistant on set. The stars find themselves navigating slapstick chaos, from failing kitchen duties to playing dumb charades with crew members. The absurdity builds to a point where even Farah isn’t spared—she’s eventually roped into choreographing a sangeet for an employee’s relative, also part of her “contract.”
When Stars Become the Supporting Cast
Shah Rukh Khan, in a rare moment of self-parody, is seen tearing up while chopping onions. When Dilip jokes that it reminds him of the climax from Kal Ho Naa Ho, the legendary actor plays along gamely. Kiara, meanwhile, is pulled into impromptu games and low-budget brand promotions—including a tongue-in-cheek saree ad for “Dilip ke dost ke papa ki dukaan.” It’s a refreshing sight to see two of Bollywood’s brightest stars shed the glitz and glam for pure, unscripted comedy.
The brilliance of this concept lies in its reversal of typical advertising. Instead of building the campaign around glamour or fashion trends, it flips the narrative: if the sale is this good, who needs a traditional commercial? This subversive approach not only keeps the audience engaged, but also cleverly highlights the power of Myntra’s “Lowest Price Guaranteed” offering.
Let the Deals Do the Talking
Speaking about the campaign, Myntra’s associate director of marketing, Kejal Parekh, explained, “EORS 22 is all about letting the deals speak for themselves. This playful campaign breaks from convention by using the talent in fun, unexpected ways. The aim was to emphasize that our unbeatable offers don’t need a hard sell.”
Shah Rukh Khan echoed this sentiment, stating, “It’s always exciting to be part of something that breaks the mold. The idea that the event markets itself is both bold and fun.” Kiara Advani added, “It was refreshing to be part of something so light-hearted. This campaign celebrates fashion in a way that feels more real and relatable.”
Farah Khan perhaps said it best: “It was amazing to have Dilip on set and direct Shah Rukh and Kiara doing the strangest things. Who knew that chopping onions and dumb charades could turn into such great content?”
A Campaign that Celebrates Chaos, Style, and Sales
As India’s most awaited fashion sale returns, Myntra’s campaign leans fully into humor and relatability. The result is a behind-the-scenes look that is wildly entertaining, full of personality, and most importantly, memorable. In a world full of polished, overproduced commercials, Myntra chose chaos, honesty, and charm. The message is loud and clear: the deals are the real stars, and when you have offers this good, the only thing left to do is have a little fun.
