Myntra has launched a new summer campaign for its speed-led fashion and beauty delivery service, M-Now, titled ‘Vacation Mode Karo On’. The campaign uses humour to spotlight the chaos of last-minute travel planning and positions the platform as a quick-fix solution for urgent fashion and lifestyle needs.
The films revolve around relatable pre-holiday “fashion emergencies”, including indecision over holiday outfits, spontaneous road trips and groups struggling to settle on a travel destination. Through these scenarios, the campaign highlights M-Now’s promise of fast delivery for fashion, beauty and travel essentials.
Commenting on the campaign, Abhishek Gour, Senior Director, Marketing, Myntra, said, “At Myntra, we are focused on catering to evolving customer needs, where speed and selection play an increasingly important role. Travel season is an important occasion where fashion and beauty needs often emerge at the last minute. With M-Now, we are solving for this ‘I want it now’ need. The campaign brings this proposition alive through humour and relatable travel scenarios, reinforcing M-Now’s role in helping customers address their fashion emergencies.”
Vishal Dayama, founder, writer-director, and co-founder Devarsh Thaker, Braindad said “Taking comedians and panel show hosts, putting them together to discuss a road trip and eventually leading it to fashion was an absolute ride. Moreover, jamming with them on set and collaborating on the tone really brings out the humour and lands the brand message well and in a way audiences will remember. Quick fashion is a fun category and we’ve had fun doing this campaign!”
Anshul Nagpal, Head of Design, and Swati Kapoor, Creative Director, Toaster INSEA, commented, "The brief was simple - get travel-ready in 30 minutes. From there, the intent was to bring alive quick delivery in a way that felt fresh and memorable. By anchoring the films in last-minute vacation prep moments, we wanted to spotlight the ease and delight that Myntra’s M-Now delivers. Casting Biswa and Prashasti was a deliberate choice. They bring a natural, playful chemistry, and having them play themselves in a fashion commercial for the first time added a layer of drama and banter that makes the narrative even more engaging."
The campaign features comedians Biswa Kalyan Rath, Prashasti Singh, Gursimran Khamba, Aaditya Kulshreshth, Ashish Solanki and Urooj Ashfaq. One film sees Biswa seeking packing advice before a boys’ trip, while another follows a group of friends repeatedly changing outfits as they debate destinations ranging from Ooty to Goa.
M-Now currently operates across metros and non-metros, including Mumbai, Bengaluru, Delhi, Kolkata and Hyderabad, offering access to over 1 lakh SKUs from more than 1,000 brands. According to the company, the onset of the summer travel season has driven increased demand across categories such as co-ord sets, linen shirts, sneakers, beachwear, luggage and beauty products.
