Myntra’s FWD campaign plays a stylish chess gambit

GenZ fashion and lifestyle destination FWD by Myntra has unveiled a witty and entertaining campaign featuring chess grandmasters Vishwanathan Anand and Gukesh Dommaraju, showcasing the latest GenZ collection on Myntra’s FWD platform. The core message of the campaign unfolds as Anand, in his quest to connect with GenZ, seeks Gukesh’s help in mastering their lingo.

From hilariously mispronouncing ‘skibidi’ as ‘kabaddi’ to performing an offbeat Michael Jackson move, Anand’s attempts at pop culture highlight the generational gap. Gukesh humorously suggests that while mastering GenZ lingo may be a tall order, donning GenZ outfits from FWD by Myntra can be the perfect way to bridge the gap.

Set against a vibrant and stylish backdrop, the campaign video brings together two generations of chess excellence. It kicks off with Gukesh, sporting a cutting-edge FWD outfit complete with trendy glasses, a sleek jacket, and bold accessories, as Anand playfully inquires how it feels to be the world chess champion.

On the launch of the ad film, Sunder Balasubramanian, CMO, Myntra, said, “This campaign brings these two iconic chess masters generations together to highlight how FWD by Myntra helps you look your freshest and best. FWD is all about keeping Gen Z ahead of the curve in fashion, and what better way to showcase that than by partnering with icons who embody both timeless appeal.”

The duo’s lighthearted banter begins, with Gukesh humorously flaunting his trophy and Anand one-upping him with a subtle flex of his own: “Touch? I have five of them. Do you want to touch four more?” Gukesh’s amused response—“Nice flex, sir”—ties in seamlessly with the GenZ obsession with ‘flexing’ in style.

When Gukesh suggests everyone ink their iconic moments, Anand humorously notes he’d run out of space with his achievements. The campaign wraps up with Anand asking if it’s ‘Forward’ or ‘FWD,’ and Gukesh cheekily replying, “Depends on who’s talking—Vishy or Vishwanathan Anand.” Anand’s closing line, “Vishy, sir,” seals the moment with charm.

The video ends with Anand confidently embracing his new FWD look, sporting trendy GenZ-inspired attire and joining Gukesh in getting a tattoo.

Campaign’s take: Myntra’s latest campaign for its Gen Z-focused platform, FWD, cleverly taps into the chess craze dominating youth culture, blending humour, style, and iconic personas. Featuring chess grandmasters Viswanathan Anand and Gukesh Dommaraju, the ad masterfully bridges generational gaps while spotlighting Myntra’s trendy offerings.

The narrative revolves around Anand hilariously navigating Gen Z slang, with Gukesh cheekily guiding him. From Anand’s missteps with ‘skibidi’ and pop culture to his suave embrace of Gen Z fashion, the ad keeps its audience engaged. The banter, including Anand’s “nice flex” quip and his tattooing humour, mirrors Gen Z’s affinity for wit, individuality, and social trends like ‘flexing.’

The campaign capitalises on chess's rising appeal, thanks to influencers, young prodigies like Gukesh, and Anand’s legacy. With a vibrant aesthetic and fresh designs, Myntra positions FWD as the ultimate fashion hub for Gen Z, using chess’s strategic allure to anchor its message.

Credits:

Agency: Braindad

Writer and director: Vishal Dayama

Producer: Devarsh Thaker