The ethnic wear brand unveils its latest festive collection with a high-impact campaign led by the Bollywood star
Aurelia, the women’s ethnic wear brand under Aditya Birla Fashion and Retail, has announced Ananya Panday as its new brand ambassador, coinciding with the launch of its festive campaign #HameshaTrending. The initiative aims to spotlight Aurelia’s latest festive collection, designed for the contemporary Indian woman who blends tradition with trend.
Known for her effortless charm and youthful persona, Ananya Panday brings a vibrant energy that aligns seamlessly with Aurelia’s fashion-forward ethnic wear. The campaign showcases her in looks that merge modern silhouettes with festive flair, reinforcing the brand’s positioning as one that keeps women stylish, confident, and always relevant.
A Perfect Fashion Fit
Speaking on her association with the brand, Ananya Panday shared:
“For me, fashion is all about feeling good and owning your style-and Aurelia fits perfectly with that. I love how the brand brings a fresh, vibrant take to ethnic wear. My personal style is fun, easy, and versatile, and the #HameshaTrending campaign captures that vibe beautifully. I’m super excited to be the face of a brand that makes staying stylish feel effortless and fun!”
Brand’s Vision for the Season
Anant Daga, CEO – TCNS Division, Aditya Birla Fashion and Retail, said:
“Ananya’s vibrant personality and strong fashion connect perfectly embody the spirit of Aurelia. She resonates with today’s woman-someone who wants to look confident, relevant, and effortlessly stylish. Through #HameshaTrending, we aim to bring this sentiment alive and set the tone for the festive season. Together, Ananya and Aurelia represent vibrancy, elegance, and celebration-everything that defines this special time of year. We are thrilled to welcome her to the Aurelia family.”
Campaign Rollout
Launched ahead of the festive and wedding season, the #HameshaTrending campaign is being rolled out across digital and traditional platforms via a high-impact campaign film. The brand aims to spark fashion conversations and create strong consumer engagement throughout the celebratory months.
