Myntra Launches 'It’s You 2.0' Campaign to Strengthen Non-Metro Consumer Engagement

The campaign is part of the company’s wider strategy to drive deeper engagement in India’s non-metro markets, which are expected to contribute significantly to the next phase of online retail growth.

Speaking on the campaign, Abhishek Gour, Senior Director, Marketing, Myntra, said, “At Myntra, we see fashion as a powerful enabler of self-expression, confidence, and transformation— especially for a new generation of style-conscious consumers emerging from every corner of India. With the ‘It’s You 2.0’ campaign, we spotlight relatable, aspiration-led stories that reflect the evolving fashion journeys of our audiences—be it discovering confidence, embracing individuality, or stepping into new roles. Each narrative underscores our commitment to offering 100% original, trend-forward styles at compelling value, helping customers express their identity and navigate life with authenticity and ease.”

The campaign comes as competition intensifies in India’s online fashion and beauty space, where players like Ajio, Tata Cliq, and Nykaa are also vying for a share of the growing tier-2 and tier-3 consumer base. According to a RedSeer report, over 60% of new users added to the Indian e-commerce space in 2024 came from non-metros, with fashion being a primary entry category.

Adarsh Atal, Chief Creative Officer, Tilt Brand Solutions, the agency behind the campaign, said, “To take the brand to more cohorts and newer audiences in the country, we relied on what fashion means to our large consumer base. We distilled it down to, that fashion isn’t just about what you wear– it’s about how it can transform your life. Fashion makes you feel like you’ve arrived, makes you stand out or even gives you the agency that you otherwise feel you don’t have. And so our campaign shows slices of life stories where Myntra is the vehicle that takes you from where you are to where you want to be. Myntra then becomes not just a destination for clothes, but a place that makes consumers a newer, better version of themselves – and hence our creative articulation for this campaign makes you - You 2.0.”

The initiative highlights Myntra’s effort to strengthen brand relevance by combining product variety and value with emotionally resonant storytelling and region-specific appeal. It seems to align with a broader industry shift toward lifestyle-driven marketing and content-led commerce, increasingly favoured by Gen Z and younger millennial consumers.