Nykaa marked a milestone with the announcement of Deepika Padukone as its brand ambassador, turning the reveal into a record-breaking cultural moment. To celebrate, the beauty platform launched its largest-ever Get Ready With Me (GRWM) digital drop, involving over 500 creators and generating more than 10 million impressions, transforming everyday beauty routines into a nationwide celebration.
The campaign centers on the ‘Get Ready With’ concept, highlighting that getting ready is an act of self-care and personal choice. In a culture that often asks women to “do more” for others, Nykaa reframes beauty as creativity, connection, and self-affirmation-whether it’s a morning shower, a favorite fragrance, or a swipe of lipstick, every ritual becomes a statement of self-love.
By mobilizing its community of creators, NAPPers, and beauty enthusiasts across India to go live simultaneously, Nykaa created a synchronized digital festival. Participants showcased their routines using products from brands including Smashbox, Estée Lauder, Too Faced, Nykaa Wanderlust, BiE, Moxie Beauty, Schwarzkopf, Innisfree, Bioderma, Laneige, and Dr. Jart+. The campaign’s first wave garnered 2.4 million views, 2.6 million plays, and reached 2 million unique users, turning individual routines into a collective pink carpet of beauty content.
The digital momentum was complemented by a massive OOH rollout across Mumbai, Delhi, and Bangalore, with over 180 activations at skyline-dominating sites, bus shelters, and metro stations featuring mirror installations. Spotify activations and digital partnerships further amplified the campaign, making Deepika omnipresent and GRWM a fully immersive 360° cultural event.
Deepika’s debut Nykaa campaign, “Sirf Bahar Jaane Ke Liye Kaun Tayar Hota Hai? Tum Hi Ho Nykaa”, combined record-breaking creator activity, high-impact city takeovers, and a new cultural narrative: beauty is not just for occasions; it’s about choosing yourself. With this initiative, Nykaa not only introduced its global ambassador but also established a new cultural IP-Get Ready With Nykaa, poised to become one of beauty’s biggest collective rituals.
