Myntra
Make a Friendship Day communication feel culturally familiar rather than like another predictable festive ad.
Editorial-style Print
Format
Myntra Wishlist
Feature Tie-in
Amplification
Friendship Day
Occasion
The Challenge
Make a Friendship Day communication feel culturally familiar rather than like another predictable festive ad.
The Idea
We built the campaign around the ridiculous but relatable things friends do together — from travelling to starting businesses and even getting matching tattoos.
The Execution
HOW WE MADE IT WORK.
A print-led creative brought these friendship behaviours to life in a playful format.
The idea was then taken to social, allowing the print execution to travel beyond its original medium.
Campaign flow
Friendship Insight
Print Creative
Social Distribution
Conversation
Campaign in the wild
Marketers and founders calling out the campaign's insight as instantly relatable.
The Takeaway
The strongest festive ideas often start with something people already do.
“Every line felt like it came straight out of a friends' WhatsApp group.”
Marketer reaction, LinkedIn
More work
SEE WHAT ELSE WE SHIPPED.
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