Why is Karan Johar stopping SRK and Kiara to not feature in Myntra's latest campaign?

Myntra has announced the launch of its latest campaign for the 20th edition of the End of Reason Sale (EORS). Film director, producer Karan Johar is the face of EORS, and will drive the EORS message along with actor Shah Rukh Khan (SRK) and actress Kiara Advani. The celebs appear in two ad films and a few shorties, highlighting the Lowest Price Guaranteed on international brands on the platform during EORS offered by participating brands and sellers.

The ad films feature Bollywood icons Shah Rukh Khan, Karan Johar, and Kiara Advani, whose dynamic chemistry brings the EORS' narrative to life. In both the films, Karan Johar is portrayed as frantic as he interrupts SRK’s quiet time in the car after meeting fans and Kiara’s shoot respectively, dissuading both of them from participating in Myntra’s EORS campaign. He fears the democratization of premium fashion along with stellar offers on the same may dilute his unique luxury fashion appeal. Karan’s exaggerated reactions and complaints offer abundant laughter, contrasting with SRK and Kiara’s genuine enthusiasm over the exciting offering on international brands during Myntra’s 20th edition of EORS. With all three stars delivering their charismatic best, the ads cleverly weave the narrative into an entertaining discourse that playfully challenges elitist notions, offering a fresh and whimsical perspective on fashion that will delight enthusiasts.

Speaking on the campaign, Vijay Sharma - Senior Director, Brand Marketing, Myntra, said, "With the 20th edition of EORS around the corner, we are bringing the best of global brands. With Karan Johar, who comes with an impeccable understanding of fashion trends and global brands, we have a campaign that’s aimed at premiumising our shoppers persuaded by Karan himself.”

Speaking on the campaign, Karan Johar, said, "I'm absolutely thrilled about collaborating with Myntra for this campaign. Myntra's pioneering efforts in democratizing premium fashion have been remarkable. With this campaign, I am happy for the exhilarating opportunity to share my passion for premium fashion with fashion enthusiasts all across the nation."

Speaking on the campaign, Shah Rukh Khan said, "Fashion isn't just about what you wear, it's a statement of who you are, and I believe everyone should get an opportunity to express themselves. Myntra understands this essence, making premium and international brands accessible to all. It's been an incredible journey being associated with Myntra's fun campaigns, and this collaboration for the milestone edition of the EORS is truly special. Let's celebrate individuality, accessibility, and style together!”

Speaking on the campaign, Kiara Advani said, "I've had a long standing association with Myntra. Fashion plays an integral role in my life, and I truly believe it shouldn’t be a privilege for a select few. I'm happy to collaborate with Myntra on this super-fun EORS campaign in their efforts towards making trendy and premium fashion accessible for everyone in the country.”