Myntra’s speed-led delivery proposition M-Now has launched Vacation Mode Karo On, a summer campaign that leans hard into the chaotic, relatable reality of last-minute travel planning – and uses humour to position 30-minute fashion delivery as the ultimate holiday hack.
The campaign films capture familiar pre-trip spirals: a guy overthinking what to pack for a boys’ trip, friends still debating their destination while standing at the door, a spontaneous road trip with a pile of wet laundry waiting. Each scenario seamlessly positions M-Now as the solution to fashion emergencies that strike precisely when there’s no time left.
Bringing the comedy to life are some of India’s most-loved stand-up voices – Biswa Kalyan Rath, Prashasti Singh, Gursimran Khamba, Aaditya Kulshreshth, Ashish Solanki and Urooj Ashfaq. Casting Biswa and Prashasti together was a deliberate creative choice, with the duo playing themselves in a fashion campaign for the first time, adding natural banter and chemistry to the narrative.
M-Now currently operates across 11 cities including Mumbai, Delhi NCR, Bengaluru and Hyderabad, offering access to over one lakh SKUs from 1,000-plus brands – spanning co-ord sets, linen shirts, beachwear, sneakers, sunglasses and beauty essentials.
Abhishek Gour, Senior Director of Marketing at Myntra, noted that travel season is a key occasion where fashion needs emerge at the last minute. “With M-Now, we are solving for this ‘I want it now’ need,” he said.
