Alia Bhatt and Ranbir Kapoor Lead Myntra’s Big Fashion Festival Campaign Ahead of October 8 Launch

Alia Bhatt and Ranbir Kapoor headline Myntra’s festive fashion campaign

Alia Bhatt and Ranbir Kapoor are coming together once again, this time away from the film set, as the faces of Myntra’s upcoming Big Fashion Festival 2026 campaign. The fashion and lifestyle platform has unveiled a new series of campaign films featuring the actor couple, with the festival scheduled to go live on October 8, 2026.

The campaign is built around an intentionally exaggerated idea: an ordinary moment can quickly become an elaborate justification for shopping. Rather than relying only on conventional festive-fashion imagery, the films use humour and everyday situations to connect the celebrity appearances with the shopping event.

Myntra says the Big Fashion Festival will feature more than 8 million styles, making the campaign one of its major festive-season marketing initiatives this year.

Ranbir Kapoor’s campaign revolves around everyday situations

Ranbir’s set of films takes small incidents and turns them into elaborate imaginary scenarios that eventually lead to a wardrobe refresh.

In one film, discovering an ex-girlfriend’s scrunchie during Diwali cleaning triggers an imagined chain of events involving a wedding invitation and a Bollywood-style situation. The storyline ultimately gives him a reason to shop for a new ethnic wardrobe.

Another film begins with Ranbir offering his seat to an elderly woman at a wedding. The seemingly simple gesture expands in his imagination into blessings, romance and future dates, creating another reason to upgrade his wardrobe.

The campaign therefore uses a deliberately exaggerated storytelling device: the original incident is relatively insignificant, but the character's imagination turns it into a full reason to shop.

Alia Bhatt gets her own set of fashion stories

Alia Bhatt's campaign films follow the same storytelling formula but from her perspective.

One of the films starts with a cab driver respectfully addressing her as “madam” while she shares an OTP. That small interaction leads her character into an imagined progression involving professional recognition, a promotion and, eventually, the search for an outfit to celebrate.

Another film begins with a lucky win during a card game with a friend. The moment develops into an imagined sequence involving festive gatherings, meeting a partner's family and the need to find the right traditional outfit.

The campaign's creative approach is less about presenting fashion as a static visual and more about using relatable situations to create a humorous narrative around the decision to shop.

What Alia and Ranbir said about the campaign?

Ranbir Kapoor described the films as entertaining because their humour comes from situations that can feel familiar even though the imagined conclusions are deliberately exaggerated. He also said that the campaign's central logic is intentionally irrational while still being recognisable as the kind of thought process people can have when deciding to shop.

Alia Bhatt similarly highlighted the campaign's use of seemingly insignificant moments, including an OTP, a card game and even a sneeze, as triggers for elaborate shopping justifications. She described the situations as exaggerated but relatable.

Myntra's Senior Director of Brand Marketing, Neha Gulati, said the campaign was designed to let humour carry the message while using Alia and Ranbir to turn ordinary moments into entertaining stories around the Big Fashion Festival.

Alia and Ranbir’s Myntra association

The new campaign also builds on Alia Bhatt's existing association with Myntra. Earlier in 2026, she was announced as a brand ambassador for Myntra and Myntra Beauty and appeared in the platform's Beauty Made Simple campaign.

Ranbir, meanwhile, has previously appeared in Myntra's Big Fashion Festival campaigns. His association with the fashion platform has included festive advertising built around celebrity-led storytelling and fashion-focused messaging.

Their latest campaign brings the two together as a celebrity couple, adding a different dimension to Myntra's festive advertising strategy.

Why the campaign matters beyond celebrity casting?

The interesting element of this year's campaign is the way Myntra is positioning the shopping event through storytelling rather than relying solely on celebrity glamour.

Alia and Ranbir are already established figures in Indian popular culture, but the campaign places them in deliberately ordinary situations before expanding those situations into comic fashion fantasies. That gives the advertising a narrative structure rather than treating the actors simply as fashion models.

The timing is also significant. With the Big Fashion Festival scheduled for October 8, the campaign arrives during the build-up to India's major festive shopping period. Myntra has historically used the Big Fashion Festival as a major annual consumer event, with previous editions expanding both the range of products and the number of participating brands.

The Celebrity Hour Take

The latest Myntra campaign shows how celebrity advertising in the fashion space is increasingly moving beyond straightforward product promotion.

Alia Bhatt and Ranbir Kapoor are not simply presented in festive clothes and asked to endorse a sale. Instead, their characters become part of short comic stories in which ordinary experiences gradually turn into reasons to rethink their wardrobes.

That approach gives the campaign a clear entertainment component while keeping the fashion proposition at its centre. It also makes the celebrity association more distinctive because the humour comes from the situations rather than from celebrity status alone.

For Alia and Ranbir, the campaign adds another commercial collaboration to their increasingly visible presence across fashion and lifestyle advertising. For Myntra, the partnership places two highly recognisable Bollywood names at the centre of its festive-season communication ahead of the October 8 launch.

The Big Fashion Festival campaign is set to go live ahead of the shopping event, with the full festive push beginning to take shape through these celebrity-led films.

Sources & Verification

This article was independently prepared using the available campaign announcement, statements attributed to Myntra's marketing team and the actors, and background information on their previous Myntra associations. The October 8 launch date and campaign details were cross-checked against the published announcement. Background information about earlier Big Fashion Festival campaigns was checked against established business and advertising coverage.