Myntra's BFF campaign triples down on fun, fashion and memes

For its annual ‘Big Fashion Festival’ (BFF), Myntra has launched another fun film showcasing India’s most iconic trios for the 'Multiverse of fashion'. The ecommerce platform has brought together actors Neil Nitin Mukesh, Seema Sajdeh, Maheep Kapoor, Bhavana Panday, Shakti, Neeti and Mukti Mohan, and the legendary trio from the ‘CID’ TV series—Aditya Shirvastava, Shivaji Satam and Dayanand Shetty.

This campaign is a clever play on Myntra’s 3X offering, sponsored by brands, sellers and banking partners, to help shoppers get the most value during the BFF. The film puts a clever twist on famous entertainment personalities having something ‘triple’ about themselves, all furious to find out they’ve been upstaged by director Karan Johar and his lookalikes in Myntra’s BFF ad film.

The campaign, which blends humor, nostalgia, and a dash of drama, is taking the internet by storm. Actor Neil Nitin Mukesh, long a meme icon for his ‘triple’ name, kicks things off in the most Neil-Nitin-Mukesh way possible—storming into the room and declaring himself the "OG triplet-in-one" while ranting about missed opportunities.

The scene transitions from one humorous clash to another. With siblings Mukti and Neeti Mohan trying to sneak in Shakti Mohan despite her apparent absence, to Bollywood wives Seema Sajdeh, Neelam Kothari, and Bhavna Panday from their popular OTT show serving sass and fashion wisdom, the film is filled with moments that are making it viral.

The punchline? One of the oldest investigative TV series teams led by Shivaji Satam wraps things up in style, with Daya dramatically kicking open the door in signature fashion, and Aditya Srivastava declaring, “Yeh hamara crime scene hai, sir!" (This is our scene, sir) as they grill the Myntra team for casting Karan Johar over them. It's a flawless blend of comedy, intrigue, and insider nods that makes it impossible to look away.

Campaign’s take: Myntra’s latest ad campaign for its BFF is a masterclass in blending humour and relatability, proving once again that three is indeed better than one. With a cast of iconic trios—think Neil Nitin Mukesh, Seema Sajdeh, and the legendary CID team—the film brings together familiar faces in a hilarious narrative that plays on their triple identities.

The campaign cleverly showcases Myntra's 3X offering, presenting a series of comical clashes as these celebrities compete for attention against Karan Johar and his lookalikes, ultimately highlighting the festival's vast selection of over 3.4 million styles across 9,400 brands.

What’s making this campaign a hit? It’s all about the relatability factor! By tapping into meme culture and the humorous legacy of its stars, Myntra not only entertains but resonates with a broad audience. Neil Nitin Mukesh’s status as a meme icon adds to the fun, while the Mohan sisters’ playful sibling rivalry keeps viewers engaged.

The blend of nostalgia, drama, and insider references creates a perfect storm for virality, making every celebrity want in on the action. They know this campaign has the potential to grab eyeballs and create a buzz, proving that with Myntra, the fashion world is not just about style—it’s about fun, connection, and a dash of witty drama.

Creative credits:

Creative agency: Leo Burnett, India

Director: Jaunty

DOP: Sparsh Hasija

Production house: SW Studios