Myntra’s ‘Fashion Ki Adalat’ Campaign Challenges Fashion Stereotypes This Women’s Day
In a bold and refreshing move this Women’s Day, Myntra has launched its latest campaign, ‘Fashion Ki Adalat,’ featuring Archana Puran Singh as the presiding judge, alongside popular digital creators Sakshi Sindwani, Ruhee Dosani, and Meghna Kaur. The campaign, centered around a courtroom drama, cleverly addresses the everyday judgments women face about their fashion and beauty choices. With a mix of humor and social messaging, the campaign aims to reinforce Myntra’s long-standing commitment to self-expression and inclusivity in fashion.

Addressing the Judgment Women Face:
For generations, women have faced unsolicited judgments about their clothing choices, makeup preferences, and overall appearance. Whether it’s being judged for wearing bold outfits, dressing against conventional beauty standards, or experimenting with unconventional styles, the scrutiny has always been present. Myntra’s ‘Fashion Ki Adalat’ cleverly turns this societal attitude into a humorous courtroom setup, allowing women to metaphorically defend their right to express themselves through fashion.

The campaign takes a light-hearted yet impactful approach to addressing these judgments, with Archana Puran Singh acting as the judge. Her role in the campaign adds a touch of humor and relatability, making the courtroom drama not only entertaining but also thought-provoking. The overall message of the campaign is clear — fashion is a personal choice, and society has no say in dictating how women should present themselves.

The Power of Influencer Representation:
What sets ‘Fashion Ki Adalat’ apart is Myntra’s strategic inclusion of influential digital creators who have consistently challenged fashion stereotypes in their own journeys. Sakshi Sindwani, Ruhee Dosani, and Meghna Kaur — three prominent influencers — were featured as the defendants in this fictional courtroom, each representing different aspects of fashion norms.

Sakshi Sindwani, known for promoting body positivity and plus-size fashion, is accused of flaunting her curves. In her defense, she confidently asserts that fashion has nothing to do with size but everything to do with self-expression. This representation strongly resonates with women who have long been subjected to body shaming and sizing standards.

Meghna Kaur, popular for her bold fashion choices and glam makeup looks, faces accusations for embracing heavy makeup and bold outfits. She flips the narrative by stating that personal choice should dictate fashion, not societal approval. Her representation tackles the notion that women should dress a certain way to be accepted.

Ruhee Dosani, who is known for her quirky fashion and often wears oversized clothing from men’s collections, is accused of blurring the lines between men’s and women’s fashion. Her defense powerfully challenges gender-based fashion norms, emphasizing that style has no gender boundaries.

The inclusion of these creators was a thoughtful decision by Myntra, as each influencer has personally experienced and challenged societal judgments in their fashion journeys. Their participation adds authenticity to the campaign’s message.

Archana Puran Singh as the Perfect Judge:
Casting Archana Puran Singh as the judge in ‘Fashion Ki Adalat’ was another masterstroke by Myntra. Known for her vibrant personality and fearless outlook, Archana embodies the spirit of self-expression. Her witty and humorous approach in the ad resonates with viewers, especially the younger generation, while simultaneously addressing a serious social issue.

Her final verdict — “Only you decide what to wear. Fashion has no size, gender, or age limits” — is a powerful statement that encapsulates the essence of the campaign. The moment she delivers the verdict, it becomes evident that the campaign is not just about promoting Myntra’s products but also about empowering women to reclaim control over their fashion choices without fear of judgment.

Myntra’s Commitment to Inclusivity
Beyond the humorous execution, ‘Fashion Ki Adalat’ reflects Myntra’s larger mission — fostering inclusivity, individuality, and self-expression in fashion. Sunder Balasubramanian, Chief Marketing Officer at Myntra, emphasized this in his statement, stating that the brand aims to cultivate a world where women feel empowered to embrace their uniqueness.

By allowing diverse voices to represent the campaign, Myntra subtly sends a strong message to its audience — fashion should never conform to societal norms. Instead, it should be a medium through which individuals express their personality, creativity, and freedom.

Why This Campaign Matters:
In a country like India, where women’s clothing choices are still policed and scrutinized, a campaign like ‘Fashion Ki Adalat’ carries immense cultural relevance. It challenges the deeply ingrained notion that women need to dress according to societal expectations. By turning this critical conversation into a humorous courtroom setting, Myntra ensures that the message reaches a wide and diverse audience without feeling preachy.

Moreover, featuring real-life creators who have themselves been subject to scrutiny adds credibility and relatability to the campaign. Women across the country can see themselves in Sakshi, Ruhee, and Meghna — making the campaign’s core message more impactful.

Impact on Brand Image:
From a marketing perspective, ‘Fashion Ki Adalat’ is a brilliant move for Myntra. By positioning itself as a champion of self-expression and inclusivity, Myntra not only strengthens its brand image but also builds a deeper emotional connection with its audience. The campaign aligns perfectly with Women’s Day, allowing the brand to drive home a socially relevant message while showcasing its diverse range of fashion and beauty products.

Additionally, featuring digital creators instead of mainstream Bollywood celebrities allows Myntra to engage better with Gen-Z and millennial audiences. Influencers today have stronger relatability with younger consumers, and their personal stories make the campaign’s message more authentic.

Looking Ahead
‘Fashion Ki Adalat’ may just be the beginning of a much-needed shift in the way fashion is perceived in India. As brands like Myntra take bold steps in normalizing diverse fashion choices, it sets the tone for broader social acceptance. However, the true impact of the campaign will lie in its ability to inspire more women to break free from societal judgments and embrace their individual style.

In the end, the campaign leaves viewers with one powerful message — fashion has no rules, no boundaries, and certainly no judgment. What you wear is your choice, and no one else gets to decide it for you.

As the world moves towards inclusivity, Myntra’s ‘Fashion Ki Adalat’ serves as a reminder that true style lies in unapologetic self-expression.

Author: Ronak Rehal