Myntra has launched its latest brand initiative, ‘It’s You 2.0’, featuring three ad films that celebrate ‘how fashion enables confidence, identity, and authentic style in everyday life.’
The campaign celebrates transformative fashion moments drawn from real, relatable life experiences, spotlighting unique narratives of authenticity, personal expression, and ambition rooted in fashion’s power.
These stories, set across both metro and non-metro regions of India, underscore Myntra’s broad geographic reach and inclusive positioning. Through the films, Myntra presents itself as the go-to platform for 100 per cent original, authentic, and trend‑forward brands, catering to both everyday needs and high‑stakes occasions.
A central theme of the campaign is the brand’s unmatched variety and dedication to staying ahead of fashion trends, empowering individuals to express their unique style.
The campaign is targeted at building a stronger emotional resonance with the new generation of fashion‑forward consumers, portraying fashion as a key enabler of aspiration, individuality, and personal evolution.
Abhishek Gour, Senior Director, Marketing, Myntra, remarked, “At Myntra, we see fashion as a powerful enabler of self‑expression, confidence, and transformation— especially for a new generation of style‑conscious consumers emerging from every corner of India. With the ‘It’s You 2.0’ campaign, we spotlight relatable, aspiration‑led stories that reflect the evolving fashion journeys of our audiences—be it discovering confidence, embracing individuality, or stepping into new roles. Each narrative underscores our commitment to offering 100 per cent original, trend‑forward styles at compelling value, helping customers express their identity and navigate life with authenticity and ease.”
Adarsh Atal, Chief Creative Officer, Tilt Brand Solutions, added, “To take the brand to more cohorts and newer audiences in the country, we relied on what fashion means to our large consumer base. We distilled it down to, that fashion isn’t just about what you wear– it’s about how it can transform your life. Fashion makes you feel like you’ve arrived, makes you stand out or even gives you the agency that you otherwise feel you don’t have. And so, our campaign shows slices of life stories where Myntra is the vehicle that takes you from where you are to where you want to be. Myntra then becomes not just a destination for clothes, but a place that makes consumers a newer, better version of themselves and hence our creative articulation for this campaign makes you – You 2.0.”
The films included in the campaign tell three distinct, slice‑of‑life stories: a young man from Indore regains trust in online shopping after a fake sneaker experience thanks to Myntra’s guarantee of authenticity; a woman rekindles her individuality during a liberating girls’ trip to Goa by confidently embracing styles she had once held back from; and a group of tech founders in Jhansi transform their appearance with Myntra’s curated styles, walking into an investor meeting with renewed confidence and walking out with new opportunities.
Each film reinforces Myntra’s promise: ‘Try Myntra – 100 per cent authentic brands, best prices.’ The campaign underscores Myntra’s ongoing effort to enable self‑expression through access to trusted fashion, empowering customers across India to embrace their own 2.0 journey.
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