CarryMinati Turns Fashion Into a Crime Scene: Inside Myntra FWD’s Viral Glitchez Campaign

What Is Myntra FWD’s New Glitchez Campaign About?

Myntra FWD’s in-house brand Glitchez has launched a new campaign titled “Drip so lethal, it feels illegal”, built specifically for Gen Z audiences. The campaign moves away from traditional fashion advertising and instead treats style as a form of expression, performance, and identity. It positions clothing not just as something you wear, but something you show, perform, and share. CarryMinati plays a central role in the campaign, bringing his signature humour and internet-native personality into the narrative.

Also Read: Karan Johar vs CarryMinati: Roast Video That Sparked a Defamation Battle in Mumbai Court

Why Did the Brand Choose CarryMinati for This Campaign?

His presence is not just for reach, but for relevance. CarryMinati’s style of exaggerated comedy, timing, and cultural awareness aligns closely with how Gen Z consumes content today, fast, ironic, and instantly relatable. By using a creator instead of a traditional celebrity, the campaign feels more native to digital platforms.

What Happens in the Campaign Film?

The film is set inside a high-energy club environment where people are seen dressed in bold, statement Glitchez outfits.

The mood shifts when CarryMinati enters as a police officer conducting a surprise raid. What follows is a stylised chase sequence where partygoers try to escape, but with one twist, they never drop their fashion-forward presence.

The narrative builds up to the punchline:

“Charge them on the ground that drips so lethally, it feels illegal.”

This moment blends humour, exaggeration, and irony to highlight fashion as something bold enough to stand out, even in chaos.

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How Does the Campaign Connect With Gen Z Culture?

The campaign is rooted in a key cultural shift.

For Gen Z, fashion is no longer just about clothing. It is closely tied to:

• personal identity
• online presence
• social currency

Glitchez taps into this by using internet language, humour, and meme-friendly storytelling. The campaign mirrors how young audiences engage with content, with short attention spans, high relatability, and shareable moments.

What Role Does Humour Play in This Campaign?

Humour is not just a creative choice here; it is the core strategy.

Instead of showcasing outfits in a traditional way, the campaign builds a narrative where fashion becomes part of the joke, the drama, and the punchline.

This approach increases:

• shareability
• recall value
• organic engagement

It also ensures that the content feels less like an advertisement and more like entertainment.

How Has the Campaign Performed So Far?

The campaign has already delivered strong early results:

• 50 million views
• 1 million shares

These numbers highlight how content-led campaigns, especially those driven by creators, can generate high organic traction without relying heavily on traditional media pushes.

What Does This Say About Modern Fashion Marketing?

Glitchez’ campaign reflects a broader shift in how fashion brands are communicating today.

Instead of focusing only on product features, brands are now:

• telling stories
• using creators as cultural connectors
• building campaigns designed for social platforms

The emphasis has moved from “what to wear” to “what it represents.”

How Is Glitchez Positioned as a Brand?

Glitchez, available on Myntra FWD, is positioned as a trend-first brand catering to young consumers.

With a catalogue of over 15,000 styles, it aims to make global casual fashion accessible to Indian audiences. At the same time, it blends global trends with local cultural cues, making it both aspirational and relatable.

Why Are Creator-Led Campaigns Becoming So Effective?

Campaigns like this highlight the growing role of creators in brand storytelling.

Creators bring:

• built-in audiences
• cultural understanding
• authentic engagement

When combined with humour and platform-first storytelling, they help brands connect more naturally with younger audiences.

What Is the Bigger Takeaway From This Campaign?

“Drip so lethal, it feels illegal” is not just a campaign; it is a reflection of where advertising is headed.

Fashion is no longer being sold through polished visuals alone. It is being integrated into stories, humour, and culture.

For Gen Z, style is not separate from identity. It is a part of how they communicate, both offline and online. And campaigns like this show that when brands understand that shift, they don’t just advertise, they become part of the conversation.