Bengaluru, 21 May 2026: Myntra’s End of Reason Sale (EORS) returns with its latest edition – one that focuses on redefining what fashion and self-expression mean for India. With the latest edition, Myntra is making 6 million+ styles from top fashion and international beauty brands available, ensuring that the best of fashion is accessible to everyone. The event begins on 29th May, with early access for VIP customers beginning on 28th May.
At the heart of this edition is a simple but powerful belief: great style has no geography. Whether you’re in Mumbai or Mysuru, Delhi or Dimapur, EORS is built to bring India’s most sought-after fashion, lifestyle, and beauty brands within reach – at value that makes the decision easy.
To bring this proposition to life, Myntra has launched two new campaign films featuring actress Tripti Dimri. Taking a playful, humour-led approach, the films use exaggerated, larger-than-life situations, from an eye clinic to a skydiving plane, to show it is possible to show up stylishly, anywhere and at any occasion. Tripti’s fashion-forward presence anchors the message that EORS is where aspiration meets accessibility, for every shopper in India.
Speaking on the campaign, Neha Gulati, Senior Director, Brand Marketing, Myntra, said, “With EORS 24, our focus is to strengthen the excitement of discovery and value for customers across fashion, beauty, and lifestyle. With these films, we wanted to take a simple insight, that style today is not limited to occasions, and bring it alive through humorous, unexpected scenarios. Tripti was a natural fit for the campaign, given her strong fashion appeal and effortless screen presence among young, style-forward audiences. Her presence helps make the films playful, memorable, and closely aligned with the energy of EORS.”
Speaking on her association with Myntra’s EORS campaign, Tripti Dimri said, “I had a lot of fun shooting these films because they take everyday situations and give them a stylish, unexpected twist. The humour is simple, fresh, and instantly relatable, with EORS’ compelling propositions woven into the films effortlessly. Whether it is fashion or beauty, the campaign captures the joy of finding more of what you love on Myntra in a way that feels playful and memorable.”
About the films:
- The first film opens in an eye clinic, where a doctor is conducting an eye test against a LogMAR chart as mirror-like light spots reflect across the room. The source of the glare is soon revealed to be Tripti, dressed in a striking Indian outfit with intricate mirror work. When the doctor questions the need for so much style at a clinic, Tripti points to Myntra EORS, highlighting top fashion brands available at Myntra Minimum Prices and closes the moment with, “clinic ho ya picnic, hamesha style mein rehne ka.”
- The second film opens with a skydiving instructor preparing the group for a jump. Just as he begins the countdown, Tripti interrupts him, calmly flipping her hair in slow motion before pulling out a compact to retouch her makeup. When the instructor questions the need for style while skydiving, Tripti brings in the EORS proposition, highlighting that international beauty brands are now available at ‘Myntra Minimum Prices’. She then lands the playful line, “diving ho ya driving, hamesha style mein rehne ka,” before jumping out of the plane.
Together, the films build excitement for the Myntra End of Reason Sale, starting 29th May, inviting consumers to explore top fashion and international beauty brands at Myntra Minimum Prices.
Link to the films:
Film 1: https://youtu.be/3T83Loev-nQ?feature=shared
Film 2: https://youtu.be/6O3OeKolhuE?feature=shared
Creative Credits:
Creative: Rahul Mathew, Kartikeya Tiwari, Rupesh Patkar, Aniket Patil, Piyali Poddar, Guruguhan M, Zenil Asher, Savannah Patel, Malhar Vaidya, Atoshi Sikdar, Vikith Jain, Sakshi Gaikwad, Shivali Vegad, Kriti Sachdeva
Business: Dheeraj Sinha, Ruchita Purohit, Anshul Rane, Nancy Oberoi, Vaibhavi Daxini, Ranveer Desai
Strategy: Noor Samra, Somdatta Roychowdhuri
Films: Aanandita Banerjee, Shifa Siddique, Prayag Nair, Vrutika Jethwa
About Myntra:
Myntra is one of India’s leading destinations for fashion, beauty, and lifestyle, offering a curated collection of popular brands across categories. With a focus on discovery, personalisation, and convenience, Myntra serves millions of customers nationwide through its app-first ecosystem. Myntra has transformed the fashion, beauty, and lifestyle shopping experience in the country through its pioneering speed-focused initiatives M-Express and M-Now. Its industry-leading technology, fashion-forward insights, and creator-led content make it the preferred platform for Gen-Z and millennial shoppers. Myntra continues to shape how India discovers and experiences style, with beauty emerging as one of its fastest-growing segments.
