Myntra is India’s largest e-commerce store for all things fashion and lifestyle. For their Diwali campaign, we shot a soul-stirring festive film that celebrated the joy of giving. Purpose Studios was approached to create an emotional and Diwali centric film for Myntra that intelligibly integrates the brand and its core message of spreading joy. The film was made in a way that painted Myntra as an enabler of joy for all your happy occasions through humane storytelling. Creative Agency - Purpose Studios Concept and Execution - Purpose Studios

1. Myntra Diwali Film
Myntra is India’s largest e-commerce store
for all things fashion and lifestyle. For their
Diwali campaign, we shot a soul-stirring
festive film that celebrated the joy of giving.
Brief
To create an emotional and Diwali centric film for Myntra that
intelligibly integrates the brand and its core message of spreading
joy. The film was made in a way that painted Myntra as an enabler
of joy for all your happy occasions through humane storytelling.
Approach
Our objective was to capture the impact of simple gestures such as
kindness on one’s life. In the film, the essence of Diwali primarily is
- the joy that comes from giving. We based the film on a middle-
class family and captured their Diwali celebration to reach and
appeal to maximum hearts in the country.
Execution

2. • Dealing with a sensitive story, we made sure not to
encourage stereotypes in any shape or form in the film. The
maid was casted as someone fair and young, straying far
away from how stereotypically domestic helpers are shown
to be unkept or ragged.
• Music is an integral aspect of the film- it complemented and
evoked the emotions we wanted to communicate to the
audience.
• No visual story is impactful with just a single plot, there needs
to be more depth to it for the viewers to be more involved in
the film. This was achieved by adding layers like the whistle
of the pressure cooker that symbolized the pressure and
sadness on the maid's mind.
• The brand products were subtly placed in the film which
didn't take away attention from the story. To maintain
credibility, every product placed and worn by the characters
were from Myntra.
Impact
• The film became a timeless and wholesome brand of content
that was praised all across the country.
• The film has 11+ million views on YouTube, 1.5+ million views
on Facebook and Instagram collectively.
• Moreover, the heartwarming comments received on all
platforms was proof of how well-received the film was.