Glitchez, available on Myntra FWD, has launched its latest campaign, ‘Drip so lethal, it feels illegal’, targeting Gen Z audiences through humour-led storytelling. Featuring CarryMinati, the campaign positions fashion as a form of performance and identity within youth culture.
The film leverages CarryMinati’s established persona and comic timing to bring the campaign idea to life. Set in a high-energy club environment, the narrative opens with partygoers dressed in statement Glitchez outfits, dancing to a reimagined version of the Bollywood track ‘Hawa Hawa’. The scene shifts when CarryMinati enters as a police officer conducting a surprise raid, triggering a stylised chase sequence where participants attempt to escape while maintaining their fashion-forward looks.
The storyline culminates in a punchline-driven moment, with CarryMinati delivering the line, “Charge them on the ground that drip so lethal, it feels illegal.” This central idea uses exaggeration and irony to highlight bold personal style, aligning with how Gen Z audiences engage with fashion as both expression and entertainment.
The campaign draws on a key cultural insight: for younger consumers, fashion is not limited to clothing but extends to personality, digital identity and social currency. By embedding humour and internet-native language, the campaign aligns with the content consumption patterns of Gen Z, where relatability and shareability are key drivers of engagement.
Abhishek Gour, senior director - brand marketing, Myntra, said, "Glitchez on Myntra FWD is a brand rooted in how Gen Z engages with fashion today, not just through trends, but through internet culture, and individuality. This campaign brings that alive through a playful idea that turns style into the hero of the story. With CarryMinati and a proposition like ‘Drip so lethal, it feels illegal,’ the film taps into a language and cultural code that feels native to young audiences, while reinforcing Glitchez as a fashion brand that is bold, expressive and accessible.”
The campaign has delivered strong early traction, recording 50 million views and 1 million shares, indicating high organic reach and audience resonance. This performance underscores the effectiveness of entertainment-led formats in driving engagement, particularly when combined with influencer-led storytelling.
Glitchez positions itself as a trend-first brand with a catalogue of over 15,000 styles, aiming to democratise global casual wear for Indian consumers. The campaign reinforces this positioning by showcasing fashion as accessible yet expressive, rooted in local culture while drawing from global influences.
Distributed across digital platforms, the campaign adopts a content-first approach, prioritising shareability and cultural relevance over traditional advertising formats. This aligns with broader industry trends where brands are integrating creators, humour and social-first storytelling to connect with younger audiences.
Overall, ‘Drip so lethal, it feels illegal’ reflects how fashion brands are evolving their communication strategies to remain culturally relevant, using humour, exaggeration and creator partnerships to engage a generation that views style as an extension of identity.
