In today’s noisy advertising landscape, standing out takes more than budget—it takes cultural insight, humor, and bold choices. Myntra nailed this with its Myntra FWD campaign featuring chess legends Viswanathan Anand and Gukesh Dommaraju, blending generational humor with fashion in a way that truly resonated.
Checkmate with Laughter: The Ad That Won Hearts
More than just a fashion ad, it was a comedic duel between Gen Z and Millennials. By casting the iconic Anand and rising star Gukesh, Myntra smartly rode the wave of chess’s pop culture revival while poking fun at generational quirks. Directed by Vishal Dayama (Braindad), the campaign’s sharp writing, unexpected humor, and age-reflective styling made it feel less like a commercial and more like a moment of pop culture—racking up millions of views.
Myntra’s Winning Moves
- Cultural Relevance: Tapping into chess’s resurgence and Gen Z-Millennial banter gave the ad instant buzz.
- Unconventional Casting: Choosing chess grandmasters over traditional fashion faces created intrigue and broke the mold.
- Humor as a Bridge: The wit appealed across age groups, making it more than a Gen Z gimmick.
- Subtle Brand Integration: Fashion was woven into the story naturally, making the brand feel authentic, not pushy.
Myntra’s campaign is a masterclass in culturally-tuned storytelling. For brands:
- Join cultural conversations instead of interrupting them.
- Embrace unexpected ideas—quirky casting, fresh formats.
- Value storytelling over hard selling—it builds long-term affinity.
- Understand your audience deeply—their rivalries, humor, and tastes.
The result? A brand moment that entertained, resonated, and left a lasting impression.
🎥 Watch the ad
Written By:
Kesar Khatri
