Summary
- Campaign: “Do fashion as YOU like it.”
- Brand: Myntra.
- Focus: Individualism and the rejection of “standard” fashion rules.
- Core Message: Fashion is a personal choice, not a social obligation. Myntra provides the tools for users to curate their own unique identity.
- Key Insight: Consumers are moving away from “copy-pasting” celebrity looks. They want to use celebrity style as a foundation for their own creative experiments. By using Kiara Advani—a star known for her versatile and often effortless looks—Myntra validates the user’s right to experiment.
The latest Myntra campaign, titled “Do fashion as YOU like it,” features Bollywood actor Kiara Advani and was launched on March 2026. Conceptualised by Tilt Brand Solutions, the campaign focuses on personal style over societal expectations, trends, or online “fashion policing”.
Ad Plot
The commercial uses a high-energy, fast-paced montage style, moving away from a traditional linear story. It features Kiara Advani in a series of contrasting environments, from a high-street urban setting to a relaxed home studio and a vibrant night out.
The narrative voice-over, delivered by Kiara, challenges the viewer: “Who says you can’t wear this with that?” or “Rules? I make my own.” The ad doesn’t just show the clothes; it shows the act of choosing them. It concludes with Kiara looking into the camera, confidently stating the tagline, “Do fashion as YOU like it,” while a flurry of diverse style options appears on the screen, highlighting the brand’s massive catalogue.
Reception & Recall
The campaign resonated strongly with digital-native audiences who value authenticity over perfection. Audiences praised Kiara for her “non-preachy” tone. Unlike ads that dictate what is “in” or “out,” this campaign felt like a conversation with a stylish friend, which built a stronger emotional bond with the brand.
The vibrant colour palette and rapid-fire editing style were designed for short-form video platforms like Instagram and YouTube. Viewers recalled the “energy” of the ad, which translated into higher engagement rates on social media.
