Invogue has unveiled a cinematic, Instagram-first campaign featuring Bollywood fitness icon Malaika Arora, using humor and drama to position confidence as the ultimate statement. Designed as a tongue-in-cheek narrative, the film turns shapewear into a bold cultural conversation rather than a quiet fashion essential.

Video Link: https://www.instagram.com/reel/DUGTnMajQOM/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

The story opens inside a police station, where Malaika is questioned for causing a traffic jam on Mumbai’s Sea Link and attracting relentless paparazzi attention. Calm and unfazed, she dismisses the charges before revealing her only real “crime”: keeping the secret behind her flawless silhouette hidden for too long. The reveal-Invogue Shapewear-adds a playful twist that reinforces the brand’s message of unapologetic confidence.

Beyond celebrity association, the campaign strengthens Invogue’s position as a category authority in shapewear. As India’s first dedicated shapewear brand and the only one offering the highest compression in the market, Invogue has built its reputation on fit, performance, and body confidence designed specifically for Indian women.

Founder Maadhav shared that the brand began as a deeply personal solution rather than a business idea, aiming to create shapewear that truly works for Indian bodies. With the entry of Ragini as Co-Founder, the brand’s purpose expanded into a women-first mission focused on empowerment, comfort, and authenticity.

Malaika Arora described the collaboration as a natural fit, noting that confidence is the most powerful thing a woman can wear. By blending humour, storytelling, and product truth, Invogue’s latest campaign moves beyond endorsement to create a celebration of confidence that feels real, relatable, and refreshingly unfiltered.

Dropping exclusively on Instagram, the campaign reinforces Invogue’s leadership in a category it helped build-where innovation meets confidence, and fit meets freedom.