Myntra's sale billboards starred the Adarsh Balak meme instead of a celebrity

EORS is Myntra's biggest sale; the brand wanted its disruptive propositions communicated in a unique way, with humour, to solidify its position as India's go-to fashion platform.

Talented collaborated with Adarsh Balak creator Priyesh Trivedi on billboards across Mumbai streets until June 10, 2023; his first sample — an Adidas sneakers billboard — was approved by Myntra first go.

The billboards stood across Mumbai until June 10, 2023; the source gives no performance figures but frames the work as keeping EORS communication 'fresh and interesting'.

To promote the offers of Myntra's 'End Of Reason Sale', agency Talented collaborated with artist Priyesh Trivedi on a billboard campaign that merged two worlds: Adarsh Balak and fashion. Adarsh Balak — the 'ideal boy' — entered meme subculture over half a decade earlier when Trivedi resurrected the 1980s school-poster aesthetic to showcase 'the bitter-sweet comedies of the modern dystopian world', taking social media by storm with dark humour and vivid illustrations. For millennials, the character had become 'the poster child of subversion, quiet rebellion and self-expression'.

The fit, as Talented founding member Pooja Manek explained: 'Symbolism is at the centre-stage of art and fashion. The rebellious undercurrent of the Adarsh Balak icon lends itself naturally to the bold world of fashion. So, instead of getting a celebrity to be the face, we picked Adarsh. He is someone modern-day millennials relate to, and be reminded of the unhindered spirit of their youth.' Trivedi — an introverted artist 'nothing like Adarsh Balak', she noted — fine-tuned the agency's visual concepts to stay true to his universe: 'Fashion campaign but Banksy style.'

The first sample illustration, an Adidas sneakers billboard, was approved by Myntra first go, strengthening conviction in the approach. Myntra's Abhishek Gour, director of digital marketing, said giving 'India's ideal good boy' a whole new personality showed the brand's commitment to keeping EORS communication fresh amid the noise online. Creative founding member Aabhas Sreshtha called the exercise finding 'the right balance between doing justice to the brand comms and also keeping the aesthetics of Adarsh Balak as a pop culture sensation in check'.

EORS advertising had to cut through an online wall of sale noise; street-level art does what feeds cannot.

Adarsh Balak carries a ready-made rebellion that fashion claims as identity — no celebrity contract required.

The artist's involvement kept the meme authentic, protecting the character's credibility with millennials.

First-sample approval showed the concept needed no hedging: the Adidas sneakers billboard was the pitch.

A meme character with built-in rebellion can carry a sale better than a celebrity — the audience already knows the joke.

The billboards stood across Mumbai's streets until June 10, 2023, promoting EORS offers through Trivedi's illustrations; the source does not report follow-up campaigns.