Chess Meets Gen Z: Myntra’s FWD Ad Strikes Gold

In a move as strategic as the game itself, Myntra has made a dazzling entry into the world of Gen Z with its latest FWD campaign. Featuring the chess maestro Vishwanathan Anand and rising star Gukesh, this ad isn’t just about style—it’s a checkmate in the game of brand storytelling.

Picture this: the evergreen Anand swaps his stoic grandmaster vibes for a taste of Gen Z drip, guided by none other than the 17-year-old chess prodigy, Gukesh. The ad, launched to promote Myntra’s FWD collection, is as much a celebration of youthful energy as it is a nod to timeless brilliance. It showcases Anand embracing the world of bucket hats and funky sneakers, all while staying true to his unmistakable poise.

What’s brilliant here is not just the quirky pairing but also the seamless integration of chess as a metaphor. Gukesh teaches Anand how to "move differently," blending chess strategy with fashion finesse. It’s a clever way of appealing to Myntra’s target demographic—Gen Z and millennials—without being preachy. The brand speaks their language, showing that even a chess grandmaster can step out of his comfort zone, one stylish move at a time.

The campaign ticks all the right boxes for creativity, relevance, and humour. Its underlying message is clear: whether on the chessboard or in your wardrobe, it’s never too late to reinvent yourself. Anand’s transformation into a "cool uncle" is equal parts relatable and aspirational, proving that style has no age limit.

In the world of fashion advertising, where loud and flashy often reign, Myntra’s FWD ad stands out for its subtle brilliance. It’s not just an ad; it’s a masterclass in playing the long game—capturing eyeballs today while building brand equity for tomorrow.

So, whether you’re a Gen Z looking for fresh fits or a seasoned strategist plotting your next move, this campaign has something for everyone. Kudos to Myntra for reminding us all that sometimes, the boldest moves happen off the board.