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 bring alive unique narratives of authenticity, personal expression, and unshakeable ambition, all sparked by the power of fashion.
The campaign presents stories featuring individuals from both metro and non-metro regions, reflecting Myntra’s outreach across diverse geographies. Through these films, the brand highlights a range of fashion choices—catering to everyday needs as well as special occasions—while focusing on personal style and self-expression.
'It’s You 2.0', the campaign includes three short films that explore how fashion can influence confidence and identity in daily life. Aimed at engaging a new generation of consumers, the campaign features relatable narratives that reflect evolving fashion preferences. It also responds to the increasing demand for fashion and beauty products from non-metro cities, with a focus on accessibility and variety.
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.”
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.
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