For Myntra's End of Reason Sale, size the Release Order for the whole event before it starts, because an RO that runs out on day three stops every campaign. Agency estimates put EORS at 25% to 40% of a fashion seller's annual Myntra revenue, and agency playbooks raise evening bids steeply during the sale. This page covers the RO maths, a pacing curve and the returns hangover.
Every Myntra PLA campaign draws from a Release Order. On a normal month a ₹25,000 RO lasts the month. In EORS, traffic multiplies and every competitor raises bids, so the same RO can be gone in two or three days, and the campaigns simply stop, usually on the evening they matter most. Raising a new RO mid-sale takes time you do not have.
Blooprint's Myntra EORS seller playbook covers stock, discounts and returns for the event. This page is only about the ad money.
Work from your normal month and the multipliers agency playbooks report. The CPC and conversion lifts below are illustrative; your last edition's reports are the better source.
| Line | Normal month | 17-day EORS window | Note |
|---|---|---|---|
| PLA spend | ₹60,000 | ₹1,20,000 to ₹1,50,000 | Two to 2.5 times a month's spend in about half the days |
| Blended CPC | ₹12 | ₹20 to ₹30 | Evening bids raised steeply in agency playbooks |
| Clicks | 5,000 | 5,000 to 6,000 | More money buys only slightly more clicks |
| Conversion | 3% | 4% to 5% | Sale conversion lift from your own history |
| RO to raise before day one | The full event amount | Plus a buffer RO ready to activate |
A 15% share of the event budget in the pre-week and 35% on early access and days one to three is the shape Blooprint's EORS playbook uses for a ₹1,50,000 window; the steps below follow it.
Agree the style list and discounts with your category manager and inbound size-curved stock. Run keyword PLA on those styles now so they have conversion history; style clustering favours styles with 30 days of performance.
Spend any remaining Growth Enablement credits on the event styles. Ask the category manager about event packages if your budget is above a few lakh; they are managed and quoted separately.
Raise bids on proven keywords 20% to 30% to build rank. Raise the event RO for the full window.
Front-load: about 35% of the event budget. Hold evening bids high; agency playbooks describe raising them 150% to 200% in the 6 pm to 10 pm peak, which is a single-agency figure to test, not a rule.
Move money from styles with broken size runs to styles still in full sizes. Pull any style under three days of cover in its core sizes.
Restore bids within 48 hours. Do not judge the event until the 30-day return window has closed.
EORS ROI on the dashboard is highest on the last day of the sale and falls for a month afterwards as returns arrive. A style that showed ROI 6 at a 35% return rate is really near 3.9 on kept orders. Judge each style on net-of-returns ROI against its break-even, one divided by margin after fees, and carry the result into the plan for the next edition. Use last edition's return rate by style, not a normal month's, because sale discounts change who buys and what comes back.
BlooprintAI does not manage Myntra ads yet; Myntra is marked coming soon. For Flipkart's equivalent event, the Big Billion Days budget guide and the Flipkart product are live today.
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Learn more →Myntra's biggest sale event defined: timing, what it does to PLA competition, and why a normal RO runs out in days.
Learn more →Reported CPCs, the RO minimum, Growth Enablement credits and a net-of-returns budget.
Learn more →The same pacing problem on Flipkart: 3 to 4x budgets and a four-week ramp.
Learn more →Plan two to 2.5 times a normal month's PLA spend across the roughly 17-day window, sized from your own last edition. Raise the Release Order for the full amount before the sale starts.
The 2026 summer edition ran 29 May to 14 June with early access on 28 May. A winter edition usually follows in December; Myntra announces dates closer to the event.
Almost always the Release Order ran out or passed its validity. Sale-day CPCs drain a normal RO in days. Raise the event RO in advance and keep a buffer ready.
Yes, in the evening peak. Agency playbooks describe raises of 150% to 200% between 6 pm and 10 pm; that is one agency's figure, so test it against orders, not clicks.
After the 30-day return window closes. Dashboard ROI falls for a month after the sale as returns arrive, so compare styles on net-of-returns ROI.
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