Myntra Launches "Myntra Mohalla" for India's Wedding Season

Myntra has launched a six-episode micro-drama series titled Myntra Mohalla, created to connect with audiences during India’s wedding season through short, relatable stories rooted in everyday life.

Set in a vibrant Tier-2 neighbourhood, the series follows an ensemble of characters preparing for a multi-day wedding featuring Carnival, Fairytale and Fusion-themed events. As families tackle outfit choices, budgets and last-minute plans, Myntra becomes their go-to destination for fashion solutions.

The brand says the collection highlighted in the series includes “10 lakh+ styles under ₹499,” showcasing its focus on accessible fashion, stylish, and affordable wedding wear.

The storyline uses humour and emotional moments — from a father reluctant to attend a wedding, to a daughter eager to experiment with bold looks, and a tenant whose frequent deliveries surprise the neighbours.

• Myntra launches “Myntra Mohalla” micro-drama series to celebrate India’s wedding season
• Myntra blends entertainment and fashion with six-episode “Myntra Mohalla” campaign
• “Myntra Mohalla” brings relatable wedding stories and affordable festive fashion to Tier-2 audiences

According to Abhishek Gour, Senior Director of Marketing at Myntra, the wedding season is “a time that brings people together in celebration and style,” and Myntra Mohalla captures that spirit by showing how fashion plays a role in family and community gatherings.

Tilt Brand Solutions, the creative agency behind the project, described the series as “bite-sized, engaging content” designed to attract viewers in Tier-2 cities and build stronger brand connection through everyday storytelling. Each episode focuses on familiar characters and real-life scenarios, blending humour with light-hearted family dynamics to keep audiences invested.

The series is promoted across digital platforms and social media, encouraging viewers to explore Myntra’s festive collection while enjoying the drama. By linking entertainment with e-commerce, Myntra aims to build emotional relevance with its audience and reinforce its position as a preferred destination for wedding-season fashion.

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Myntra Mohalla merges storytelling, culture, and style, reflecting India’s love for weddings, celebration, and self-expression through fashion.