Featuring a series of celebrity-led films, the campaign featured appearances by Chunky Pandey, Nora Fatehi, Farhan Akhtar, and Anu Malik. The films use humour-driven narratives and birthday-themed scenarios to convey the message that the platform’s anniversary sale is open to all shoppers.

According to the agency, the creative approach centres on entertainment-led storytelling, with the campaign placing celebrities in spontaneous situations tied to the birthday theme. The recurring appearances by Pandey also reinforced the concept of inclusivity and the idea of ‘return gifts’ on purchases.

The campaign coincides with Myntra’s annual shopping event, which the company says will feature more than six million styles from over 23,000 brands across fashion, beauty, and lifestyle categories. 

Kushager Tuli, president (Creative), Tilt Brand Solutions, said, “For this year’s MBB sale, we took Myntra’s quintessential quirk a little further and got some of our favourite Bollywood stars to sing and dance in their signature styles, all in the hope of getting an invite to the Myntra Birthday Blast. And Chunky Pandey coming in to put a spanner in the works, with all the cheekiness he’s known for, was literally the icing on the cake. All in all, we definitely had a blast celebrating Myntra’s birthday.”

Neha Gulati, Senior Director, Brand Marketing, Myntra, said, “For this edition’s campaign, we wanted to bring the spirit of the celebration alive through entertainment-led storytelling that feels both relatable and engaging. In partnership with Tilt Brand Solutions, we’ve created a series of playful, celebrity-led films that bring alive the thought that Myntra’s birthday is truly a celebration for everyone.”

Neha continued, “With humour, a star-studded cast and quirky narratives at the core, the campaign reflects the scale and excitement of Myntra Birthday Blast while inviting shoppers across the country to be a part of the celebration.”

According to the agency, the films aim to draw on celebrity recognition and humour-led storytelling to encourage consumer participation during the anniversary promotion.

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In his new role, Tuli brings a distinctive mix of creativity, strategic insight, and leadership. An engineering graduate, he has 18 years of advertising experience with agencies including Ogilvy, McCann, and JWT.

Before joining Tilt Brand Solutions, Tuli worked with integrated teams on brands such as Coca-Cola, Nescafe, The Times of India, BMW, Mastercard, Star Sports, Tata Motors, Perfetti, HUL, Pepsi, and Visa. His work has received recognition at both national and international levels.

Speaking on his appointment, Tuli said, “Tilt is already doing some industry benchmark-worthy work, and I hope to add even more depth and value to our clients and our creative showcase. In an ever-changing comms landscape, being able to craft brave, engaging and compelling stories across formats and platforms is something that I’m excitedly looking forward to doing with the rest of the fabulous folks here at Tilt.”

Tuli will report to Adarsh Atal, group chief creative officer at Tilt Brand Solutions.

Adal shared, “Kushager joins us to not just bolster our creative team but also to add to our carefully crafted culture. His proven record as a leader is exactly what we need, given the myriad and strong creative talent we have and nurture at Tilt. With his diversity of experience and expertise across agencies and brands, I’m certain that Kushager will help us take our creative product to newer heights.”

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