Myntra has named actor Alia Bhatt as its new brand ambassador for both its core platform and Myntra Beauty, strengthening its positioning as a leading destination for fashion and beauty in India.
The partnership brings together Myntra’s growing consumer ecosystem and Bhatt’s cross-generational appeal, with a focus on deepening engagement among Gen Z and millennial audiences.
Bhatt’s first campaign marks the launch of Myntra Beauty’s ‘Glow Up Days’ event. The film, built on relatable humour, captures familiar consumer behaviours around premium beauty products, including the reluctance to use the last drop of serums or foundations. It reinforces the platform’s proposition of making quality beauty more accessible.
The move aligns with Myntra’s broader strategy to enhance discovery and engagement across categories, as fashion and beauty increasingly become tools of self-expression for younger consumers. The company is also looking to expand its reach across metros and emerging markets through a more experience-led retail approach.
Speaking on the association, Alia Bhatt said, “For me, fashion and beauty have always been about confidence and expressing who you are, authentically. What I truly admire about Myntra is how intuitively it brings together brands, trends, and technology to make shopping feel seamless and inspiring. And what better way to kick things off than with a campaign that speaks to something every beauty lover feels - you shouldn’t have to ration your favourite products! This was such a fun way to launch this journey. I am genuinely excited to be part of what Myntra is building in Indian fashion and beauty retail.”
Adding to this, Sunder Balasubramanian, Chief Marketing Officer, Myntra, said, “At Myntra, we’ve always been driven by the commitment to make the best of fashion and beauty discoverable and accessible to every Indian consumer. Alia's ability to connect across generations and geographies makes her a natural extension of that intent. Her first campaign with us for Myntra Beauty brings this to life in a way that's fun, sharp, and deeply relatable. We're deeply excited about this partnership and what it holds in the future."
Bhatt’s association is expected to strengthen Myntra’s connection with digitally native audiences, leveraging her blend of aspiration and relatability to drive brand affinity and consumer engagement.
