Glitchez Launches ‘Drip So Lethal’ Campaign With CarryMinati

Glitchez has launched a new campaign titled “Drip So Lethal, It Feels Illegal,” bringing creator CarryMinati into a humour-led narrative designed around Gen Z internet culture and fashion expression.

The campaign, rolled out on Myntra FWD, uses exaggerated storytelling, meme-style comedy and pop culture references to connect with younger audiences. Set inside a nightclub, the film features partygoers dressed in Glitchez outfits dancing to a recreated version of the Bollywood track “Hawa Hawa,” before the atmosphere shifts with CarryMinati entering the scene as a police officer leading a dramatic raid.

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Meme Culture Meets Fashion Marketing:

The ad closes with a comic punchline where he declares, “Charge them on the ground that drip so lethal, it feels illegal.” The line anchors the campaign’s larger positioning around bold fashion and self-expression, while speaking in a language that feels familiar to digital-native audiences.

Rather than relying on traditional fashion advertising, the campaign leans heavily into internet-first storytelling. The humour is intentionally over-the-top, mirroring the fast-paced meme culture and ironic tone that dominate Gen Z social media spaces. For brands targeting younger consumers, this approach reflects a broader shift away from polished aspirational messaging towards content formats that feel more participative, chaotic and culturally aware.

The campaign also highlights how creator-led marketing is becoming central to youth-focused fashion communication. CarryMinati’s presence brings built-in internet credibility and relatability, helping the brand speak directly to audiences already immersed in gaming, meme and creator ecosystems.

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Creator Culture Drives Fashion Buzz:

Speaking about the campaign, Abhishek Gour, Senior Director – Brand Marketing, Myntra, said, “Glitchez on Myntra FWD is a brand rooted in how Gen Z engages with fashion today not just through trends, but through internet culture, and individuality. This campaign brings that alive through a playful idea that turns style into the hero of the story. With CarryMinati and a proposition like ‘Drip so lethal, it feels illegal,’ the film taps into a language and cultural code that feels native to young audiences, while reinforcing Glitchez as a fashion brand that is bold, expressive and accessible.”

Currently offering more than 15,000 styles, Glitchez is positioned as a casual wear label within Myntra FWD’s youth-focused fashion ecosystem. The campaign reinforces the platform’s larger strategy of blending entertainment, creator culture and trend-led fashion discovery to stay relevant among younger shoppers.

For marketers, the campaign highlights how fashion brands are increasingly borrowing from meme culture, creator humour and social-first storytelling to build relevance in crowded digital spaces. Instead of selling clothing through product-focused narratives alone, brands are now building identity-driven campaigns designed for sharing, remixing and online conversation.