15 July, Mumbai 2025
Leading Indian fashion e-commerce platform, Myntra has unveiled its latest brand campaign, ‘It's You 2.0,’ focusing on how everyday fashion choices shape personal identity and expression.
Featuring three short films depicting real life relatable moments, the campaign emphasizes on the themes of authenticity, ambition, and self-assurance. Myntra aims to associate these ideas with its offering of trend-forward fashion.
The narratives showcase individuals from both metropolitan and smaller towns, reflecting Myntra's expanding customer base beyond major cities. These stories position fashion not merely as clothing but as a crucial tool for articulating personal change and aspiration. The films also reinforce Myntra's commitment to providing original and contemporary brands for diverse needs, from casual everyday looks to occasion-specific styles.
Abhishek Gour, Senior Director-Marketing, states, Myntra views 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, the e-commerce player highlights relatable, aspiration-led stories that reflect the evolving fashion journeys of audiences - be it discovering confidence, embracing individuality, or stepping into new roles. Each narrative underscores the platform’s 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.
The campaign strategically aims to strengthen the platform;s engagement with audiences in smaller cities, where interest in fashion and beauty is rapidly growing. By showcasing stories of style-led confidence from diverse backgrounds, Myntra seeks to align with the evolving consumer mindset in these regions.
Adarsh Atal, Chief Creative Officer, Tilt Brand Solutions, adds, the campaign shows slices of life stories where Myntra is the vehicle that takes customers from where they are to where they 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 ‘It's You 2.0’ films are currently live across various digital and social platforms.
