Myntra has rolled out a campaign, 'Blame it on @myntra', featuring actor Lakshya Lalwani and Indian film director and screenwriter Sandeep Reddy Vanga, to showcase the cultural influence of fashion trends driven by the platform and its growing penetration across small-town India.

Conceptualised by Manja, the campaign comprises an ad film.

In the film, Vanga and Lalwani are seen preparing for a new film,'Haiwan of Hirapur', with Lalwani enthusiastically discussing the project. At the same time, Vanga doubts whether he can convincingly portray a character from Bihar instead of Bandra. Determined to prove himself as a 'director’s actor,' Lalwani is sent to Hirapur on a recce to understand the local culture and style. However, instead of adapting to the village, he continues shopping on Myntra, inadvertently influencing the villagers to adopt his Bandra-esque fashion sense. By the time Vanga visits Hirapur, he is shocked to find the entire village transformed into replicas of Lalwani’s urban aesthetic. Amused, he calls Karan Johar to say a ready-made Bandra-like set for his next film is now waiting in Hirapur, before leaving Lalwani stranded at the train station. The film ends with the line: “Don’t blame Lakshya. Blame Myntra.”

What we think about it: While the humour and meta-casting of Sandeep Reddy Vanga and Lakshya Lalwani keep the narrative entertaining, the ad film works best because it never feels like a hard sell and instead lets fashion organically become the punchline, although the film could have been snappier, as parts of it feel slightly stretched.

The campaign was released on 10 May on YouTube and Instagram.