Myntra has launched a fresh digital campaign titled Blame it on Myntra, featuring actor Lakshya Lalwani and filmmaker Sandeep Reddy Vanga. Conceptualised by Mumbai-based creative agency Manja, the campaign uses humour and storytelling to showcase how trend-driven fashion is increasingly influencing consumers beyond metropolitan cities.

Video Link: https://www.youtube.com/watch?v=GStSPw9CjYs&t=36s

The ad film follows Vanga, who is preparing for a film set in Bihar, sending Lakshya to the fictional village of Hirapur to observe local dressing styles and understand the environment for his role. Determined to impress as a method actor, Lakshya heads to the village for research.

However, instead of adapting to the local culture, Lakshya’s constant shopping on Myntra unintentionally transforms the fashion choices of the entire village. By the time Vanga arrives to review his preparation, the residents of Hirapur are dressed in trendy urban styles that resemble Mumbai’s Bandra neighbourhood rather than a small-town Bihar setting.

The film ends with the line, “Don’t blame Lakshya. Blame Myntra,” positioning fashion itself as the central punchline.

The campaign adopts a light-hearted and conversational tone, with Lakshya and Vanga playing exaggerated versions of themselves. Rather than directly promoting products, the film subtly highlights Myntra’s growing reach in smaller towns and non-metro markets, where consumers are increasingly embracing contemporary fashion trends through online shopping platforms.

By blending humour with cultural observation, the campaign reflects how digital fashion platforms are reshaping style preferences across India, making trend-led fashion more accessible beyond traditional urban centres.