Myntra has launched the latest edition of its ‘Fashion Ki Adalat’ campaign ahead of International Women’s Day, expanding the conversation around societal judgment and women’s self-expression. Titled Fashion Ki Adalat 2.0, the campaign builds on the previous edition’s focus on fashion-related judgments, this time exploring how women’s choices are evaluated across different stages of life.
The campaign film is structured as a stylised courtroom spoof, with Archana Puran Singh appearing as the presiding judge and Lisa Ray as the central character whose choices are placed 'on trial.' Through humour and satire, the narrative highlights how women are often labelled or scrutinised for their personal decisions, from fashion and appearance to life choices.
In the film, the fictional case “Society vs Her Choices” unfolds across different phases of Lisa Ray’s life. At 18, her independence and willingness to question norms draw criticism, while later moments in the story focus on her decision not to change her surname after marriage and the scrutiny around her fashion choices, including wearing a backless blouse. As the story progresses, the film also touches on expectations surrounding women in their forties, including questions around ambition, appearance and life priorities.
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Throughout the narrative, Ray responds to the accusations with humour and confidence, challenging the assumptions placed on her. The film concludes with the judge dismissing the charges and calling out the societal mindset behind such judgments, reinforcing the campaign’s message that women’s choices should not be subject to constant scrutiny.
Speaking about the campaign, Monalisa Panda, Head of Social Media Marketing and Creator Ecosystem, Myntra, said, "This Women’s Day, with ‘Fashion Ki Adalat 2.0’, we wanted to build on the conversation initiated last year. Through this campaign, we aimed to spotlight a reality many women experience, where self-expression is often met with unsolicited scrutiny throughout life. Fashion and beauty, at their core, are powerful reflections of individuality, yet they are frequently shaped by external expectations. At Myntra, our focus is on inspiring people to express themselves through fashion and beauty. By offering a diverse range of styles to meet the evolving needs of diverse customers and leveraging technology to make discovery more intuitive and personal, we aim to create an ecosystem where individuality is celebrated, and people feel confident owning their choices unapologetically."
The campaign has been conceptualised and produced by Ideaz Farm and released across digital platforms, including social media, ahead of Women’s Day.
