Myntra’s speed-led fashion proposition, M-Now, brings relatable humour to summer travel needs; launches Vacation ‘Mode Karo On’ campaign

Myntra’s speed-led fashion and beauty delivery proposition M-Now has launched ‘Vacation Mode Karo On’, a summer travel campaign using humour to tap into the relatable chaos of last-minute trip planning. The films capture those relatable “fashion emergencies” that one experiences before trips, whether it’s a guy spiralling over what to pack for a boys’ getaway, a spontaneous road trip with a load of wet laundry, or a group of friends still debating their destination while standing at the door. By highlighting these frantic moments, the campaign seamlessly positions M-Now as the ultimate travel hack, proving that even when plans are made on the fly, Myntra’s speed-led delivery ensures your style arrives just in time for takeoff.

The campaign brings together some of India’s most-loved comedians, including Biswa Kalyan Rath, Prashasti Singh, Gursimran Khamba, Aaditya ‘Kullu’ Kulshreshth, Ashish Solanki, and Urooj Ashfaq. Through sharp and relatable comedy, the campaign shows how M-Now is a saviour for changing last-minute travel plans.

The onset of the travel season is driving momentum for M-Now’s travel and vacation-related categories. With convenience for premium, branded and trend-first selection across fashion, beauty and lifestyle, M-Now is seeing a notable uptick in demand across travel-led categories. The selection spans across travel essentials, including co-ord sets, breezy cargos, linen shirts, sneakers, beachwear, brunch-ready looks, beauty essentials, sunglasses, luggage, and bags, among others.

M-Now is live across key metros and non-metros, including Bengaluru, Mumbai, Delhi NCR, Kolkata, Chennai, Hyderabad, Pune, Patna, Jaipur, Lucknow, and Ahmedabad. The service offers access to over 1 lakh+ SKUs from 1000+ brands. Over the past year, M-Now has emerged as a key growth driver for Myntra, reinforcing the platform’s growing strength in speed-led fashion and beauty delivery.

Commenting on the campaign, Abhishek Gour, Senior Director, Marketing, Myntra, said, “At Myntra, we are focused on catering to evolving customer needs, where speed and selection play an increasingly important role. Travel season is an important occasion where fashion and beauty needs often emerge at the last minute. With M-Now, we are solving for this ‘I want it now’ need. The campaign brings this proposition alive through humour and relatable travel scenarios, reinforcing M-Now’s role in helping customers address their fashion emergencies.”

Vishal Dayama, founder, writer-director, and co-founder Devarsh Thaker, Braindad said “Taking comedians and panel show hosts, putting them together to discuss a road trip and eventually leading it to fashion was an absolute ride. Moreover, jamming with them on set and collaborating on the tone really brings out the humour and lands the brand message well and in a way audiences will remember. Quick fashion is a fun category and we’ve had fun doing this campaign!”

Anshul Nagpal, Head of Design, and Swati Kapoor, Creative Director, Toaster INSEA, commented, “The brief was simple – get travel-ready in 30 minutes. From there, the intent was to bring alive quick delivery in a way that felt fresh and memorable. By anchoring the films in last-minute vacation prep moments, we wanted to spotlight the ease and delight that Myntra’s M-Now delivers. Casting Biswa and Prashasti was a deliberate choice. They bring a natural, playful chemistry, and having them play themselves in a fashion commercial for the first time added a layer of drama and banter that makes the narrative even more engaging.