Glitchez on Myntra FWD has rolled out a new campaign featuring CarryMinati, aiming to capture Gen Z attention through humour, style and cultural relevance.
Built around the punchline “Drip so lethal, it feels illegal,” the campaign leans into the intersection of fashion, entertainment and internet culture. With India’s Gen Z population estimated at nearly 400 million, the brand positions itself as a trend-first label that reflects how young consumers express identity through style.
The film unfolds in a high-energy club setting, where partygoers dressed in bold Glitchez outfits dance to a reimagined version of the Bollywood track “Hawa Hawa.” The narrative takes a comedic turn when CarryMinati enters as a cop, triggering a dramatic yet stylish chase. The storyline concludes with a humorous punchline that ties back to the campaign’s central idea-celebrating fashion that stands out.
Beyond entertainment, the campaign reflects a deeper cultural shift. For Gen Z, fashion is no longer just about clothing but about personality, performance and social expression. By using satire and exaggeration, the brand taps into the way younger audiences engage with content-through relatability, humour and shareability.
With a catalogue of over 15,000 styles, Glitchez aims to make global casual wear accessible while staying rooted in local youth culture. The campaign reinforces its positioning as a bold, expressive and digitally native fashion brand, aligning closely with evolving consumer behaviour and content consumption patterns.
