Myntra has unveiled its latest brand campaign, ‘It’s You 2.0,’ launching three films that celebrate the small yet transformative fashion moments in everyday lives. Drawing inspiration from real, relatable moments, the films aim to bring alive unique narratives of authenticity, personal expression, and unshakeable ambition, all sparked by the power of fashion.
The campaign showcases stories of customers from both metro and non-metro regions, underscoring Myntra’s wide geographic reach and strong, inclusive value proposition. Through these films, Myntra is positioned as the go-to destination for 100% original, authentic, and trend-forward brands—whether it’s for everyday wear or special, high-stakes occasions. A core message of the campaign is Myntra’s unparalleled variety and its commitment to staying ahead of fashion trends, empowering individuals to express their unique sense of style. By celebrating personal journeys and moments of self-expression, the campaign aims to build a deeper emotional connection with a new generation of fashion-forward consumers, spotlighting fashion as a key enabler of aspiration, individuality, and personal evolution.
Watch the ad film:
'It's You 2.0,' features three films highlighting a new generation of fashion-forward consumers by showcasing relatable stories of personal expression and transformation, emphasizing Myntra's commitment to offering 100% original, authentic, and trend-forward brands across India. This initiative is particularly aimed at growing demand for on-trend fashion and beauty products from non-metro cities, allowing Myntra to make the best of fashion and lifestyle accessible to everyone, irrespective of their location.
Speaking on the campaign, Abhishek Gour, Senior Director, Marketing, Myntra, said, “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% 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, adds “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.”
About the ad films:
The campaign brings to life three relatable, slice-of-life stories that showcase how fashion can inspire everyday transformation. In the first film, a young man from Indore, disillusioned after purchasing fake sneakers, regains trust in online shopping through Myntra’s assurance of 100% authenticity. The second story follows a woman on a liberating girls’ trip to Goa, where she reconnects with her individuality by confidently embracing styles she once held back from—celebrating self-expression, freedom, and friendship. The third narrative, set in Jhansi, features a group of tech founders struggling to make an impression despite having a strong product. With a shift in how they present themselves—enabled by Myntra’s curated styles—they walk into their investor meeting with renewed confidence and walk out with new possibilities.
Each film concludes with Myntra’s core promise: ‘Try Myntra – 100% authentic brands, best prices.’ The campaign reinforces Myntra’s commitment to enabling self-expression through access to trusted fashion, helping customers across India embrace their own 2.0 journey.
Click to watch the second film:
