Myntra has expanded its festive fashion offering in East India ahead of Durga Puja, launching a regional-focused edition of its Big Fashion Festival (BFF) campaign featuring actors Ranbir Kapoor and Alia Bhatt.
The platform said its ‘Pujo Sale’ is already live, offering an expanded selection of fashion, beauty and lifestyle products. The festive assortment has increased 75% from last year to 8.6 lakh styles across menswear, womenswear, kidswear, beauty, footwear, accessories and home categories.
The campaign focuses on the region’s distinctive fashion preferences and aims to provide greater digital access to regional brands and sellers. Myntra will showcase more than 200 marquee brands from the region, including Balaram Saha, Adi Akshoy & Co., Indian Silk House and Adi Mohini Mohan Kanjilal. Traditional styles such as Jamdani, Laal Paar and Baluchari will also feature prominently.
With 1,700 brands from West Bengal already available on the platform, Myntra is expanding access for textile clusters including Fulia, Shantipur, Dhaniakhali and Bishnupur, featuring Taant sarees, Bishnupuri silk and Dhakai Jamdani.
Neha Gulati, Senior Director, Brand Marketing, Myntra, said the campaign combines a wider festive assortment with culturally familiar storytelling for shoppers across West Bengal, Assam and Odisha.
