Fashion e-commerce giant Myntra has unveiled two new ad films under its ongoing ‘It’s You 2.0’ campaign, bringing the total to five. Conceptualised by Tilt Brand Solutions, the campaign continues to explore the deep connection between self-expression and fashion-this time through the lenses of budget consciousness and the fear of fake fashion.
The first new film spotlights a homemaker battling a relatable case of fashion FOMO. Watching her younger neighbour receive a steady stream of Myntra deliveries-from denim to skincare-she begins to feel left out. Caught between household duties and financial planning, she assumes this lifestyle is beyond her reach, only to discover that stylish shopping doesn’t have to come at a steep cost. The ad taps into a common consumer sentiment: wanting to stay fashionable without straining one’s wallet.
The second film delves into the anxiety of fashion authenticity. Set in a nightlife scene, a young man is denied entry to a club after being called out for wearing counterfeit designerwear. The dramatized moment underscores a modern fashion concern-how to look good without falling prey to fake products, especially when knock-offs have become increasingly hard to distinguish.
These stories follow three earlier campaign films: a disillusioned sneakerhead from Indore, a woman rediscovering her style in Goa, and Jhansi-based entrepreneurs dressing for success.
‘It’s You 2.0’ stands out for its relatable, pan-India narratives, reflecting both urban aspirations and small-town realities-while spotlighting Myntra as a fashion destination that blends affordability with authenticity.
