Myntra, India’s leading fashion and lifestyle shopping destination is a front runner in integrating pop culture into fashion. At Myntra, music is seen as a way of life and as a leading destination for music accessories, the company has launched ‘Myntra Music Movement’ to curate unique experiences for music lovers in partnership with brands. As part of this, Myntra will design and execute various fests, programs and long-term assets through which the brand aims to establish itself as the destination for music accessories in India. The first leg of the campaign was flagged off in Bangalore with a sold out show by Songwriter and Singer – Prateek Kuhad, who is a growing name in the music industry for his unique overwhelming lyrical sensibilities. Supported by partners like Boat, the objective was to create a unique experience for music lovers in the country.