Myntra stages ‘Comet Landing’ in Mumbai to launch culture-led sneaker brand

Myntra has rolled out a dramatic street-level stunt in Mumbai to mark the arrival of sneaker label Comet on its platform, swapping a routine product drop for a spectacle that stopped passersby in their tracks.

At Bandra, one of the city’s busiest neighbourhoods, an outdoor installation appeared to recreate the aftermath of a meteor crash. The set-up featured fractured ground textures, charred detailing, light smoke effects, and a glowing core at the centre  all designed to make it look like a comet had just landed in the middle of the city. Morning joggers, local residents, and office commuters were seen pausing to take photos and videos, with the installation quickly spilling onto social media through reels and stories.

Running around the outer edge of the structure was a clear message: “Comet has landed on Myntra.” The line tied the visual drama directly to the e-commerce platform, turning curiosity into brand recall. Rather than relying only on digital banners or app notifications, Myntra used a physical, cinematic-scale build to introduce the brand in a way that felt more like an event than a catalogue update.

Comet, a culture-focused sneaker label, has debuted on Myntra with more than 40 styles that lean into bold, trend-driven designs. The brand positions itself at the intersection of street style and youth culture, and the larger-than-life installation mirrored that energy  loud, visual, and built for shareability.

The move signals Myntra’s continued push to make brand launches feel like cultural moments instead of standard listings going live on an app. By taking the narrative offline and placing it in a high-footfall public space, the platform extended the story beyond screens and into everyday city life.

As competition in online fashion retail grows, such hybrid launches  blending physical experiences with digital discovery  are becoming a way for platforms to stand out. In this case, Myntra didn’t just say a new sneaker brand had arrived. It staged a landing.