FWD by Myntra leans into meme culture with ‘Herd se Hatke’ campaign

In a digital world where meme culture is the ultimate currency of relevance, FWD by Myntra has struck gold with its sharply funny and wildly relatable ‘Herd se Hatke’ campaign. By tapping into everyday wardrobe fails and amplifying them through meme-worthy moments — from matching outfits at an IPL match to fashion déjà vu in an elevator — the campaign holds up a mirror to Gen Z’s ultimate style nightmare: being just like everyone else.

The campaign takes a humorous jab at fashion herd mentality, using animal face filters — lions, rhinos, sheep and more — to literally spotlight how uninspired fashion choices can turn people into part of the herd. Whether it’s a cringe-worthy date outfit or gym wardrobe gone wrong, each film captures the style struggles of those who settle for low-quality, mass-produced knockoffs — and shows how FWD offers the perfect escape route.

Abhishek Gour, Senior Director - Brand Marketing, Myntra, said "This campaign is our way of speaking Gen Z’s language — with wit, irony, and a strong dose of self-awareness. 'Herd se Hatke' is not just about style, it’s about making bold, personal fashion choices without falling for the usual traps of sameness. FWD empowers young shoppers with variety, originality, and affordability — everything they need to stand apart from the crowd."

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A post shared by Jannat Zubair Rahmani (@jannatzubair29)

The campaign kicked off with a gym scene featuring two rhinos poking fun at a shrunken t-shirt faux pas, and has since evolved into a cultural moment online — with social media buzzing over the relatability and shareability of each film. This was followed by A standout film featuring Jannat Zubair hilariously dramatizing a ‘copycat’ date moment where her date shows up wearing an outfit that blends into the crowd. The twist? Jannat transforms into a lion, calling out the lack of originality and underscoring Be Herd Se Hatke.