Myntra’s M-Now folds last-minute Valentine’s Day gifting emergency into an innovative print campaign

In a playful print innovation, Myntra’s M-Now has transformed a conventional print advertisement into an interactive origami experience, turning last-minute gifting emergency into a witty, hands-on engagement. The print ad playfully decodes modern-day relationships, from situationships and flirtationships to friendships, gym partners, and everything in between, reinforcing the campaign’s central proposition of “Pyaar baantte chalo” while highlighting that Myntra’s M-Now has gifting covered for every kind of equation on Valentine’s Day.

The print jacket opens with a tongue-in-cheek copy, “Don’t have a Valentine’s Day gift yet? No good excuse either?”, instantly striking a chord with last-minute shoppers. What follows is an unexpected twist. The lower half of the jacket doubles as a foldable surface, complete with crease lines and cut-out guides, offering a quick fix for forgotten gift moments.

The copy effectively conveys that while the origami heart may score points for effort, it might still fall short of expectations. The real rescue comes via Myntra’s M-Now, which promises the perfect Valentine’s Day gift delivered starting in just 30 minutes, turning last-minute panic into perfectly timed gifting.

With this innovative campaign, Myntra continues to push the boundaries of print storytelling, transforming a static print jacket into a memorable, participative brand experience that reminds consumers that when love can’t wait, gifting doesn’t have to either.