Myntra has rolled out its ‘Jashn-e-Iftar’ campaign featuring filmmaker Farah Khan and internet personality Sufi Motiwala, known for his fashion critiques, in a qawwali-style face-off.

The campaign highlights Myntra’s range of ethnic wear, luxury gifting, and home décor for the festive season.

Conceptualised by Toaster, the campaign consits of an ad film. Set against the backdrop of a lively Iftar gathering, the film follows Motiwala as he takes the stage to share his take on fashion. Just as he gets into his groove, Khan jumps in, challenging him with her own witty, qawwali-style verses. As their playful debate intensifies, a Myntra-branded phone makes an entrance, unveiling the platform’s festive fashion collection. The film wraps up with both stars dressed in elegant ethnic wear from Myntra, reinforcing the brand’s focus on festive fashion.

What we think about it: The film does a good job by cleverly blending humour and heritage, turning a lively qawwali duel into a showcase of festive fashion. Farah Khan’s effortless wit and Sufi Motiwala’s signature critique make for a pitch-perfect pairing, while the sharp, playful lyrics add just the right touch of charm.

Abhishek Gour, director, brand and digital marketing, Myntra said, “At Myntra, we believe that fashion is an essential part of celebrations, and the festive season is the perfect time to express personal style with confidence. ‘Jashn-e-Iftar’ is a playful yet meaningful campaign that captures the joy of dressing up, blending humour, and festive fashion in a way that resonates with our audience. Farah Khan and Sufi Motiwala bring their signature wit and charm to this film, turning a fashion face-off into a moment of celebration. With our selection of ethnic wear, premium gifting, and home décor, we make it effortless for everyone to embrace the festive spirit in style. After all, fashion is not just about looking good, it’s about feeling great and making memories along the way.”

Ira G, chief creative officer, Toaster India, said, “When we got the brief for Jashn-E-Iftar, we knew that we had the chance to create something beautiful that captures the joy of festive tradition. With Farah and Sufi on board, we wanted to get a jugalbandi of banter going between them. And when we landed on the Qawwali, we knew we had struck gold. The campaign captures the essence of proudly flaunting your heritage with the amazing curated looks that Myntra has to offer.”

CREDITS:

Client: Myntra

Agency: Toaster

Director: Rajdip Ray

Producer: Siddhant Malhotra

Production house: Baqsa Productions

DOP: Arindham Debnath

Music: Sameer Rahat