170
/ 1
Min Read
Nykd by Nykaa, the innerwear brand from Nykaa Fashion, has launched its latest campaign titled “Comfiest Bras Ever”, featuring actor Bhumi Pednekar. The campaign is aimed at highlighting the brand’s focus on comfort, functionality, and support in everyday lingerie.
Set against the backdrop of a stylized in-flight experience, the campaign uses turbulence as a metaphor to underscore product reliability. Bhumi Pednekar, who has been associated with the brand, leads the campaign, reinforcing Nykd’s positioning as a comfort-first choice in women’s intimate wear.
“Comfort, to me, is feeling supported without even thinking about it — and that’s exactly what Nykd by Nykaa bras offer,” Pednekar said in a statement.
Launched in 2020, Nykd by Nykaa focuses on designing products that cater to real body types and daily routines. The brand has steadily expanded its presence in India’s growing lingerie market by offering products designed for fit, ease of movement, and wearability.
“This campaign reflects our ongoing efforts to innovate based on real customer needs,” said Adwaita Nayar, Executive Director of Nykaa and CEO of Nykaa Fashion. “It’s not only about product design, but also about how women experience support—physically, emotionally, and culturally.”
The brand’s product range includes seamless and size-inclusive bras aimed at delivering functional everyday support, with the campaign emphasizing reliability and practicality over aesthetics.
