Description
On December 12, 2024, the world of chess witnessed history as Gukesh D became the youngest World Chess Champion. Seizing this cultural milestone, we launched a groundbreaking campaign featuring Gukesh and his mentor, five-time World Champion Viswanathan Anand. The duo appeared in never-seen-before avatars within a month of the event. Gukesh confidently ‘rizzed up’ and Anand breaking into a Michael Jackson-style hook step, blending legacy with Gen Z flair. The ad struck a chord globally, garnering over 70 million organic views and sparking thousands of pieces of user-generated content. It resonated beyond chess fandom, capturing the imagination of a young India and positioning Myntra FWD as the face of affordable Gen Z fashion. The campaign became more than a brand story, it was a cultural moment that redefined a sport and celebrated its heroes in an unexpected, unforgettable way. The memes of Vishy saying "I have 5 trophies" and his Michael Jackson hookstep are still doing the rounds.
