Alright, internet fam, let’s talk about the ad that literally checkmated our hearts this week. Myntra’s FWD just dropped a campaign that pairs up chess legends Viswanathan Anand (aka the OG King of 64 squares) and Gukesh (the Gen Z prodigy redefining the game), and wow, what a vibe. Directed by Vishal Dayama, this isn’t just an ad—it’s a moment.
So, what happens when two world champions, a funky trophy, and some serious style collide? Let’s break it down in true Gen Z fashion, because why not?
The Premise: Chess Goes Drip Mode
Picture this: a casual barber shop where Gukesh is serving major laid-back Gen Z energy, rocking the freshest FWD fits, and sipping something cooler than your average Monday morning coffee. And there’s Vishy Anand—calm, composed, and every bit the legend he is, sitting across the table.
Enter: the “trophy guy.” Cue the LOLs as he nervously guards the prized chess trophy like his life depends on it. But the real star of this scene? The banter.
Gukesh: “So many people want to touch the trophy.”
Vishy: (delivers an iconic line with peak dad energy)
It’s simple. It’s funny. And it’s ridiculously relatable—because who doesn’t want to flex their wins?
Why This Ad Works Like a Perfect Checkmate
Let’s be real, chess isn’t exactly what you’d call mainstream cool. But this ad? It flips the script. FWD by Myntra manages to make the game feel edgy, aspirational, and oh-so-relevant to today’s vibe-check culture.
1. Gen Z Meets Legacy: Pairing a seasoned icon like Anand with a rising star like Gukesh bridges the generational gap effortlessly. It’s like saying, “Hey, chess isn’t just for the library crowd anymore. It’s for everyone.”
2. The Fit is Lit: Can we take a moment to appreciate the styling? Gukesh’s vibrant jacket screams youthful swag, while Vishy’s subtle yet classy fit stays true to his persona. It’s a fashion masterclass in balancing vibes.
3. Humor That Hits: The ad doesn’t try too hard to be funny—it just is. From the trophy guy’s over-the-top cautiousness to Gukesh’s chill demeanor, it’s humor that feels organic.
Movement Marketing Done Right
Here’s the tea, marketing nerds: this campaign is a masterstroke in movement marketing. Instead of selling “clothes,” FWD is selling a culture. They’re tapping into chess’s recent global resurgence (thanks, Queen’s Gambit), adding a pinch of wit, and wrapping it all up in Gen Z-approved aesthetics.
And let’s not ignore the elephant on the board—this ad isn’t just about chess. It’s about representation. Seeing Gukesh and Vishy take center stage in a mainstream campaign? That’s representation done right, baby.
Chess is Cool Now, Deal With It
This ad isn’t just a campaign; it’s a statement. It’s telling the world that chess isn’t just a game—it’s a vibe, a mindset, and apparently, a damn good fashion accessory.
So, here’s our advice: go rewatch the ad (because once isn’t enough), appreciate the genius of Vishal Dayama, and maybe, just maybe, dust off that old chessboard.
Oh, and don’t forget to update your wardrobe. Because whether you’re a Gukesh or a Vishy in life, FWD has got the drip for you.
TL;DR: Chess is swaggy now. Thanks, Myntra FWD. Checkmate.
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