Myntra brings wedding fashion chaos to life with Renuka Shahane

Time of India

30-04-2025

Myntra
, one of India's fashion, beauty, and lifestyle platforms, has unveiled its latest campaign featuring actress Renuka Shahane, offering a humorous yet relatable take on the multi-function wedding experience of a joint family.
From haldi to reception, the campaign positions Myntra as the trusted fashion ally, offering over one lakh styles across beauty and occasion wear, making it the ultimate destination for selected looks, last-minute fixes, and everything fashion.
The campaign, that was conceptualised and executed by Only Much Louder (OML), is rooted in cultural authenticity and delivered through a slice-of-life storytelling lens, the campaign follows a relatable character played by Shahane, navigating the chaos of back-to-back weddings, overlapping functions, and highly specific outfit themes.
With her signature warmth and impeccable comic timing, Shahane walks the audience through the sheer scale of wedding prep required when you're part of a big, bustling Indian family.
Set in a bustling Indian home, the campaign unfolds across a series of wedding preparations, where chaos and celebration go hand in hand. From coordinated outfits for the Sangeet and brocade costumes for the family dog, to vidaayi tears interrupted by one more surprise engagement, the film offers a realistic portrayal that resonates with the Indian audience. Shahane anchors the narrative with wit and her evergreen charm, while Myntra emerges as the unsung hero behind every perfectly timed outfit change.
The film cleverly highlights Myntra's value proposition, endless styles for endless functions, backed by delivery starting 48 hours and a wide assortment of fashion, accessories, and gifting options tailored for every wedding event.
Monalisa Panda, associate director, social media marketing and creator ecosystem, Myntra, said, "This campaign strengthens Myntra's position as the go-to fashion destination for every celebration, especially in the culturally rich and vibrant Indian wedding season. With a humorous yet relatable take on the multi-event wedding chaos, we highlight how Myntra's wide selection and swift delivery empower shoppers to stay effortlessly stylish through every function.'
'Whether it's stunning looks for Haldi, Mehendi, or Sangeet or last-minute outfit needs, Myntra is at the heart of it all, enabling a seamless fashion experience for today's dynamic, multi-generational families. Through compelling, character-driven storytelling, we aim to reflect how modern India celebrates tradition, with a touch of flair and functionality,' Panda added.
The campaign captures the delightful chaos of Indian weddings and how every new engagement brings with it an ever-growing wardrobe checklist.
Shahane said, 'What drew me to this campaign was how beautifully it captured these nuances with warmth and wit. It was a pleasure collaborating with Myntra on a film that brings humour, nostalgia, and fashion together in such a relatable way.'
Manav Parekh, senior vice president and executive creative director at Only Much Louder said, 'This campaign reflects the sweet spot we operate in—taking everyday Indian insights like the fact that shopping for the wedding season with the best looks across multiple functions can be QUITE the task. Using that to then catapult Myntra as the best solution for both variety and convenience.'
The ad film moves beyond the usual aspirational tone of wedding campaigns and instead embraces the quirky reality of Indian family dynamics.
Watch the video here: