Ad Campaigns
Myntra FWD and Youthbeat join forces for the NGL campaign
Mumbai: Myntra FWD, an immersive destination for Gen-Z fashion, joined forces with Youthbeat, the youth marketing wing of Sociowash, for the “Never Gone Lower” (NGL) campaign on Myntra. Never Gone Lower (NGL), a one-day event held recently on Myntra FWD, offered shoppers an unprecedented opportunity to snag incredible deals.
To amplify anticipation and excitement for the NGL event, the brand and the agency collaboratively orchestrated the Lowest Limbo Party. This pre-event extravaganza, held on the eve of the NGL event going live on the platform, unfolded at Social Church Street, welcoming the NGL army comprising creators, campus representatives and Gen-Z’s most-loved influencers. The venue pulsated with energy, creating an electrifying atmosphere. Attendees faced the challenge of navigating a low limbo wearing their stylish FWD drip, emblematic of price drops on Myntra’s NGL Day. Triumphing over the limbo challenge not only granted attendees access to the vibrant party but also bestowed upon them exclusive vouchers for them to shop at Myntra’s NGL event, heightening the excitement and value of the overall experience.
The Vixens Crew, Gen Z-loved creators and a renowned all-girls dance crew from Bangalore were part of the event as the official showcase. Known for their dynamic performances and nationwide recognition, The Vixens Crew took on the Low Limbo Challenge, contributing to the buzz around the event.
On the day of the NGL event, the Vixens Crew engaged their audience with a captivating reel, amplifying the campaign’s reach and impact.
Youthbeat co-founder Raghav Bagai said, “The ‘Never Gone Lower’ campaign is a game-changer in the realm of engaging with shoppers at a deeper level. When curating Myntra’s FWD NGL event, we at Youthbeat recognized The Vixens Crew, a group of vibrant Gen Z individuals expressing their creativity through dance, as the perfect collaborators. Their energy brought a dynamic flair to the Lowest Limbo Party, inspiring shoppers to plunge into unbeatable deals on Myntra. The success of the ‘Never Gone Lower’ campaign with Myntra reflects our unwavering commitment to crafting unforgettable and impactful brand experiences.”
The overall campaign solidified Myntra FWD’s and Youthbeat’s commitment to delivering innovative and memorable experiences in the digital commerce space, fostering deeper engagements with the FWD community!
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
