Nykd by Nykaa has unveiled its latest campaign, titled “Comfiest Bras Ever,” featuring brand ambassador Bhumi Pednekar. The campaign focuses on highlighting the exceptional comfort and support of Nykd’s bras, designed to help women feel at ease-even in the most unexpected situations.
Set inside an airplane cabin, the campaign film creatively tests the comfort of Nykd’s bras amid mid-air turbulence, showcasing how the brand’s products provide reliable support during moments of discomfort and unpredictability. The visual metaphor emphasizes both design innovation and everyday wearability.
Adwaita Nayar, Executive Director, CEO of Nykaa Fashion, and Head of Owned Brands, shared:
“At Nykd by Nykaa, we’ve always believed that innovation in intimate wear begins with listening – to women, to their needs, and to what’s long been missing in the category. This campaign is a bold step in that direction – blending thoughtful design with everyday ease. It’s not just about creating products that look good; it’s about reengineering comfort for real bodies and real routines. With Bhumi as our voice, we’re continuing to redefine what support means – not just physically, but emotionally and culturally too.”
Bhumi Pednekar, reflecting on her role in the campaign, added:
“Comfort, to me, is feeling supported without even thinking about it-and that’s exactly what Nykd by Nykaa bras offer. They move with you, not against you, and make sure you feel at ease no matter what your day looks like.”
With this bold and relatable campaign, Nykd by Nykaa continues its mission to bring thoughtful innovation to intimate wear-making comfort not just a feature, but a promise.
