Myntra’s newest brand campaign, It’s You 2.0, is more than a fashion showcase—it’s a celebration of self-expression, confidence, and transformation. Conceptualised by Tilt Brand Solutions, the campaign features three short films inspired by real, relatable moments from across metro and non-metro cities alike.
These slice-of-life stories highlight how fashion can be a subtle but powerful catalyst for personal growth, individuality, and self-belief. Whether it’s everyday wear or a look for a big day, Myntra positions itself as the go-to platform for everyone looking to elevate their style—and their sense of self.
Myntra- ‘It’s You 2.0’
Three Films, Three Journeys, One Common Thread
Each film in the campaign captures a unique and transformative moment:
From Doubt to Trust – Indore:
A young man’s disappointment after buying fake sneakers is turned around when he discovers Myntra’s 100% original products. His faith in online shopping is restored, and with it, a sense of pride and trust.
From Holding Back to Owning It – Goa:
On a girls’ trip, a woman rediscovers her bold, carefree side. Through fashion that speaks to her real self, she embraces styles she once shied away from—symbolising freedom, confidence, and friendship.
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From Start-Up Stress to CEO Energy – Jhansi:
A passionate group of tech founders finally make the impression they’ve been struggling to with a simple but effective wardrobe upgrade. Armed with confidence and sharp new looks, they win the room and new possibilities.
Myntra: Fashion as a Pathway to Self-Discovery
Abhishek Gour, senior director, marketing at Myntra, describes fashion as a “powerful enabler” for the new generation—helping them embrace who they are and who they aspire to be. With It’s You 2.0, Myntra taps into the everyday stories of India’s evolving fashion-conscious consumers, delivering both style and substance.
Adarsh Atal, chief creative officer at Tilt Brand Solutions, explains that fashion, for many, is more than aesthetics—it’s about transformation. And Myntra, through this campaign, becomes a vehicle of that transformation.
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Closing Thoughts: You, Upgraded
With It’s You 2.0, Myntra goes beyond being just a fashion platform. It positions itself as a lifestyle enabler—helping people feel ready for life’s big (and small) moments. By focusing on authenticity, relatability, and inclusivity, the campaign beautifully illustrates how fashion isn’t just about what you wear, but who you become.
