Myntra has announced Alia Bhatt as the new brand ambassador for both its core platform and Myntra Beauty, signalling a stronger push toward deeper consumer engagement across fashion and beauty categories.

The partnership leverages Bhatt’s wide cultural influence and strong resonance with younger audiences, aligning with Myntra’s positioning as a go-to destination for style and self-expression in India. As fashion and beauty increasingly become tools of identity for modern consumers, the collaboration aims to strengthen Myntra’s connect across both metro and emerging markets.

Bhatt’s first campaign with the platform coincides with the launch of Myntra Beauty’s ‘Glow Up Days’ event. The campaign film uses relatable humour to highlight a familiar consumer behaviour-stretching out the last drops of premium beauty products. By tapping into this everyday insight, the brand reinforces its promise of making quality beauty more accessible, eliminating the need for consumers to “ration” their favourites.

Speaking on the association, Bhatt emphasised the role of fashion and beauty in expressing individuality, while appreciating Myntra’s ability to blend brands, trends, and technology into a seamless shopping experience.

From a strategic standpoint, the move reflects Myntra’s focus on building stronger emotional connections with consumers while expanding its footprint in India’s rapidly evolving fashion and beauty ecosystem.