Nykaa has unveiled its latest campaign for its lingerie line, starring Bhumi Pednekar, with a strong and refreshing message: comfort comes first. Moving away from the usual glossy, perfection-focused portrayal of innerwear, the film champions self-expression, ease, and the everyday confidence that comes with wearing something that truly fits, both in style and spirit.
In the ad, Bhumi breaks the fourth wall with candid, relatable moments, addressing societal expectations with a hint of humour and a whole lot of honesty. Whether it’s lounging at home or dressing up for work, the message is clear, women deserve bras that support them without compromising on comfort or confidence.
By choosing Bhumi Pednekar, a known advocate for body positivity and individuality, Nykaa reinforces its evolving identity as more than just a beauty destination. It’s carving a space in lifestyle and fashion where real stories, real bodies, and real needs take centre stage.
Key Takeaway:
Nykaa’s campaign signals a larger shift in brand storytelling, one that replaces idealized imagery with real comfort and relatable narratives. By blending functionality with fashion and tapping a progressive voice like Bhumi Pednekar, the brand is building deeper resonance with today’s conscious, comfort-first consumer.