FWD by Myntra has launched its hit campaign ‘Herd se Hatke’, a witty and relatable take on fashion sameness that urges Gen Z to break free from the “style herd.” Through humorous films using animal face filters and real-life wardrobe fails—like matching outfits at IPL games or awkward date looks—the campaign highlights the downside of low-quality, copycat fashion.
A viral moment came via a reel from Aryan Kataria’s event where participants, including comedian Samay Raina, wore identical red-check shirts and dramatically burned them—symbolizing a rebellion against fashion monotony. The campaign has since inspired memes and reels mocking “herd dressing” with punchlines like “Not all men are the same…” followed by a montage of identical outfits.
With over 2 lakh trendy styles starting at ₹599, FWD is positioned as Gen Z’s go-to for affordable originality. As Myntra’s Abhishek Gour explains, the campaign speaks Gen Z’s language—humorous, bold, and self-aware—empowering them to express their individuality with confidence.
Created by Tilt Brand Solutions and Chalk & Cheese Films, Herd se Hatke has evolved into a cultural moment online, amplified by influencer content and viral social buzz.