The world’s first shoppable graphic novel.

Once Upon A Road



Over the course of 72 hours, 621 unique authors joined in. We saw 5000+ tweets come together to create a freewheeling adventure.

We started on Twitter by launching India’s first ever people-powered road trip story.


We didn’t end the exercise there. We turned the story into a graphic novel.

15 illustrated panels brought the adventure to life, which was released on Instagram.


We worked with the Myntra tech team to create the first of its kind Shop-in-Shop experience. Clicking on any panel redirected users to the same outfit the protagonist was wearing. 

We then released the same graphic novel within the Myntra app - with one small difference. The catalogue was woven into the narrative.

Thus, the world’s first shoppable graphic novel was born.

41% engagement rate.


4 times the average engagement rate. 

18000 new fans & followers.

In just 15 days.

42 million relevant users reached.

Within the Myntra app, we grabbed more eyeballs than our competitors.

1.2x click-throughs than Nike’s launch collection.

1.3x clicks than other brand banners in the same slot.

54 million impressions on #OnceUponARoad

Sold the Freelander collection to our eager fans.

11.8% of brand’s revenue.

31% discovery rate for the brand through the campaign.

Among the highest for a brand through a secondary banner.

We curated a social experience that garnered fans who loved the road and stories about it.

We collaborated with our fanbase to create a story they were truly invested in.

We created thumb-stopping content within a shopping platform.

Instead of a regular fashion catalogue: