Myntra brings The Devil Wears Prada to life with experiential cinema OOH

In a move that blends fashion, film, and physical storytelling, Myntra has rolled out an experiential OOH activation in Mumbai to promote The Devil Wears Prada, turning a cinema lobby into an immersive brand space. 

Executed by Sakshi Advertising Company in partnership with Ginger Monkey LLP, the installation was set up across PVR cinema locations, leveraging high footfall and captive audience dwell time to maximise visibility and engagement. 

At the centre of the activation is a large-scale handbag installation—an oversized physical replica designed to translate the product into a tangible, on-ground experience. Positioned within a barricaded display setup, the installation mimics a premium showcase, drawing immediate attention from moviegoers navigating the cinema lobby. 

The surrounding environment further amplifies the storytelling. Branded standees, digital screens, and Myntra messaging reinforce the association between the iconic film and the platform’s fashion proposition. The communication—“Now everyone can wear Prada”—bridges aspiration with accessibility, aligning with Myntra’s positioning as a destination for fashion-forward consumers.