In an increasingly saturated digital marketplace, standing out is no longer a luxury—it’s a necessity. Myntra’s latest campaign, titled ‘Herd Se Hatke’, is a bold attempt to tap into this very ethos among Gen Z consumers.

Launched for its Gen Z-focused fashion vertical, Myntra FWD, the campaign is a call to action for young shoppers to embrace individuality and abandon the comfort of conformity. Through striking visuals and a sharp, culturally relevant tone, Myntra is attempting to redefine how Gen Z engages with fashion online.

Conceptualized and executed by Tilt Brand Solutions, the campaign uses a striking creative approach. It features people adorned with animal masks or CGI-enhanced features such as lion manes, hippo hands, and deer antlers. The metaphor is clear: too many people are blending in—moving with the herd.

This visual allegory cleverly brings the theme to life, subtly questioning why young shoppers would choose to follow the crowd, especially when it comes to something as personal as fashion.

At the heart of the campaign is a message tailored for a generation that craves authenticity. Gen Z is known for its openness to experimentation, its appetite for risk, and a keen sense of self-expression. However, with that boldness comes a vulnerability—especially when it involves navigating the cluttered world of online shopping.

The campaign also takes a cheeky jab at the growing number of sketchy, unverified platforms that promise style at a discount but often disappoint with quality or delivery issues. It offers a not-so-subtle reminder that great deals without trust and credibility can be a costly mistake.

By highlighting the pitfalls of shopping on dubious websites, Myntra is positioning its FWD platform as a trusted, quality-first destination for Gen Z consumers. It’s not just about fashion—it’s about making smarter, safer choices in an increasingly chaotic e-commerce ecosystem.

This campaign is part of a larger strategic push by Myntra to consolidate its hold on India’s Gen Z fashion market. FWD, integrated directly into the Myntra app, is designed as a vibrant, immersive ecosystem that mirrors the sensibilities and speed of Gen Z behavior.

FWD’s interface is highly visual and mobile-optimized. It mimics the flow and feel of social media, making it easier for users to scroll, discover, and shop without friction. It also features a curated mix of affordable and trending products from over 500 Indian and international brands.

Beyond product discovery, FWD offers a seamless trend-spotting-to-checkout journey. From style edits and influencer picks to flash deals and limited drops, it is crafted to be both functional and fun—essential qualities for Gen Z platforms.

One of the campaign’s most notable choices is its reliance on humor, visual boldness, and meme-worthy moments to deliver its message. The tone is cheeky yet pointed, speaking directly to a digitally native audience fluent in pop culture, reels, and ironic commentary.

Myntra’s decision to highlight the dangers of counterfeit or low-quality platforms also reflects a broader conversation in the Indian market. As Gen Z continues to drive the next wave of e-commerce growth, brands are becoming increasingly aware of their responsibility in building safe and trustworthy shopping environments.

Interestingly, this campaign also aligns with a recent trend in advertising—animals as central characters. Over the past year, brands like CashKaro, Kellogg’s, and Indigo Paints have all rolled out campaigns featuring animal figures in leading roles.

Whether it’s used to symbolize herd behavior or simply to create attention-grabbing visuals, this shared creative language suggests a larger cultural moment in Indian advertising—one that blends storytelling with social commentary.

With FWD, Myntra isn’t just marketing a new platform. It’s building a subculture—a space where young consumers can express themselves through fashion without compromising on quality or trust. It’s fashion-forward, but it’s also value-driven.

This approach seems to be working. According to Myntra, the FWD platform has been a key driver in doubling its Gen Z customer base—from over 8 million in mid-2023 to 16 million by early 2024. That’s a significant leap, especially in a competitive market where every e-commerce brand is now chasing the same audience.

Others have taken notice. Ajio has launched Ajiogram, while Amazon has introduced its own Gen Z-oriented segment called ‘Serve’. The battleground for Gen Z loyalty is clearly heating up, and Myntra appears to be moving swiftly to protect its early lead.

By combining clever storytelling, visual boldness, and product credibility, Myntra’s latest campaign doesn’t just sell fashion—it sells mindset. It’s a reminder that being different is worth it, and shopping smart is part of that journey.

In a world where trends move fast and attention spans move faster, ‘Herd Se Hatke’ is a campaign designed to do both—stand out and stick around.

Author: Janvi Joshi