Myntra Launches Branded Micro Drama Series For Indian Wedding Season 

Leading Indian e-tailer Myntra collaborating with creative agency Tilt Brand Solutions, has unveiled its latest branded content series ‘Myntra Mohalla’, a six-episode micro drama series.  

The micro series features popular contents such as Yuvraj Dua, Chandni Bhabhda, Khushaal Pawaar, and Govind Menon, and is set in a lively Tier-2 city’s neighbourhood. It focuses on the intertwined lives of quirky and lovable characters preparing for a grand wedding in their locality. 

Every episode captures the joy, mayhem and colour of the great Indian wedding season, and combines evocative, humorous storytelling with Myntra-styled looks, including a vast collection of budget-friendly ones under US$6. 

Speaking on the launch, Abhishek Gour, Senior Director, Marketing, Myntra, stated, “The wedding season in India is more than an event, it’s an emotion that brings people together in celebration, style, and self-expression. Myntra Mohalla micro-series captures that spirit through endearing storytelling while highlighting how Myntra’s vast wedding collection makes wedding shopping fun, easy, affordable and effortless, ensuring everyone looks their best for every shaadi(wedding) moment.”

Kushager Tuli, President, Tilt Brand Solutions, added, “At Tilt, we always try and break fresh ground with all our creative projects. And this time we’ve literally done a brand new format of a ‘micro drama’. Set against the backdrop of a small-town mohalla with an upcoming shaadi, these bite-sized, binge-worthy reels bring fashion, fun and festivity together, all with Myntra at its core. The idea was to take Myntra to fresh audiences in its core markets, all the while keying in brand cues organically and effortlessly.”

According to ASN data, Myntra has spent US$796k on two deals since Q125; an endorsement deal worth US$200k with Bollywood starlet Triptii Dimri and a cricket sponsorship deal worth US$596k with IPL franchise Rajasthan Royals.