Myntra is stepping up its festive fashion push in East India ahead of Durga Puja, with its Big Fashion Festival (BFF) campaign featuring Ranbir Kapoor and Alia Bhatt and a wider assortment tailored to regional preferences.
The platform’s ‘Pujo Sale’ is already live, offering customers access to 8.6 lakh styles across menswear, womenswear, kidswear, beauty, footwear, accessories and home. Myntra said its festive selection has grown 75% from last year, as it looks to capture increased demand during the festive shopping season.
The campaign highlights more than 200 marquee regional brands, including Balaram Saha, Adi Akshoy & Co., Indian Silk House and Adi Mohini Mohan Kanjilal, while traditional styles such as Jamdani, Laal Paar and Baluchari feature prominently. Curated edits including Alapana Archives, Dhunuchi Tales and Bong Chic combine regional craftsmanship with contemporary fashion.
Myntra said 1,700 brands from West Bengal are already available on its platform. The company is also widening digital access for textile clusters such as Fulia, Shantipur, Dhaniakhali and Bishnupur, helping Taant sarees, Bishnupuri silk and Dhakai Jamdani reach consumers beyond their traditional markets.
Neha Gulati, Senior Director, Brand Marketing, Myntra, said the initiative brings together a sharper festive assortment and culturally relevant storytelling for shoppers across West Bengal, Assam and Odisha.
