New films spotlight personal style journeys from both metro and non-metro India
Myntra has launched its latest brand campaign, ‘It’s You 2.0,’ a celebration of fashion’s role in everyday transformations. The campaign features three short films inspired by real, relatable moments-showcasing how style can spark self-expression, confidence, and growth.
Conceptualised by Tilt Brand Solutions, the campaign brings to life stories from both metro and non-metro regions, reflecting Myntra’s widespread presence across diverse Indian geographies. From daily wear to special occasions, the films highlight how fashion choices support individuality and empower people to evolve into better versions of themselves.
‘It’s You 2.0’ explores how fashion becomes a tool for self-discovery and personal empowerment. The films aim to connect with a new generation of consumers, especially as fashion demand surges across non-metro markets. Each story captures a distinct journey-underlining the importance of authenticity, accessibility, and self-confidence through style.
Abhishek Gour, Senior Director, Marketing, Myntra:
“At Myntra, we believe fashion is more than what you wear-it’s a powerful catalyst for confidence, individuality, and transformation. With ‘It’s You 2.0,’ we’re telling stories that reflect real aspirations-whether it’s stepping into a new role, finding your voice, or simply feeling seen. Each narrative represents our promise of 100% original, trend-forward fashion that helps people express who they truly are.”
Adarsh Atal, Chief Creative Officer, Tilt Brand Solutions:
“To reach new audiences and cohorts, we grounded the campaign in the truth that fashion isn’t just about style-it’s about how it can change how you see yourself. Our stories show how Myntra becomes the enabler of transformation-whether it’s confidence, presence, or agency. This campaign frames Myntra as not just a shopping destination, but a partner in becoming You 2.0-a better, bolder version of yourself.”
The three films illustrate slice-of-life stories grounded in emotional and aspirational shifts:
- Indore: A young man loses trust in online shopping after buying fake sneakers-until Myntra’s authenticity guarantee restores his confidence, reaffirming the value of quality and trust.
- Goa: A woman on a long-awaited girls’ trip rediscovers her individuality, embracing bold, expressive fashion she once held back from-symbolising freedom, confidence, and friendship.
- Jhansi: A team of startup founders, unsure of their image despite having a great product, overhaul their style with Myntra’s curated collection. They walk into an investor meeting with renewed self-assurance-and walk out with new opportunities.
With ‘It’s You 2.0,’ Myntra positions itself not just as a fashion platform, but as a lifestyle enabler-championing the evolution of identity, confidence, and personal growth across India.
