Nykd by Nykaa has introduced its latest campaign titled ‘Comfiest Bras Ever,’ starring Bhumi Pednekar. The campaign focuses on comfort in everyday lingerie, using the setting of an airplane cabin to highlight the brand’s bras.
The campaign film features a blush-toned aircraft cabin with flight announcements and moments of turbulence. The campaign’s core message is that if a bra can provide support at 30,000 feet, it can do so anywhere. Nykd by Nykaa aims to position its bras as reliable essentials designed for everyday use.
Since its launch in 2020, Nykd by Nykaa has aimed to redefine lingerie for everyday women by prioritising comfort and fit.
Adwaita Nayar, Executive Director, CEO Nykaa Fashion and Head of Owned Brands, said: “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 commented on the campaign, saying, “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.”
Nykd by Nykaa offers a range of seamless, size-conscious, and style-forward bras designed to provide everyday support.
