Nykaa’s Nykd partners with Bhumi Pednekar for new campaign

Inner wear brand Nykd by Nykaa has partnered with Bollywood celebrity Bhumi Pednekar to launch its new campaign titled ‘Comfiest Bras Ever.’ Set aboard a fictional flight, the campaign film uses turbulence as a metaphor to highlight the comfort and support offered by Nykd’s latest bra range.

“Comfort, to me, is feeling supported without even thinking about it- and that’s exactly what Nykd by Nykaa bras offer,” said brand ambassador Bhumi Pednekar in a press release. “They move with you, not against you, and make sure you feel at ease no matter what your day looks like.”

Shot in a blush-toned aircraft cabin, the film features playful announcements and moments of mid-air chaos, positioning comfort as the ultimate test. Pednekar, known for her candid and relatable presence, anchors the narrative with warmth and authenticity, according to Nykd. 
 
The brand, launched in 2020, continues its mission to redefine lingerie with a focus on real bodies and daily routines. Adwaita Nayar, executive director, CEO of Nykaa Fashion and head of owned brands, said, “With Bhumi as our voice, we’re continuing to redefine what support means- not just physically, but emotionally and culturally too.”