Nykd by Nykaa has unveiled its latest campaign — ‘Comfiest Bras Ever’ — featuring actor and brand ambassador Bhumi Pednekar, set aboard a playful in-flight setting where comfort meets chaos. The film cleverly transforms airplane turbulence into a metaphor for everyday discomfort, with Nykd’s bras emerging as the ultimate support system.
Shot in a soft blush-toned aircraft cabin, the campaign blends humor and relatability with Nykd’s core promise: intimates engineered for real comfort. Bhumi, known for her relatable persona, shines as a charming flight attendant, delivering the message that true comfort doesn’t falter—even at 30,000 feet.
“Comfort is support you don’t have to think about,” Bhumi shared, reinforcing the brand’s ethos of ease and reliability. Whether navigating daily routines or sudden life hiccups, Nykd’s thoughtfully crafted bras are built to feel like a second skin — secure, seamless, and size-inclusive.
Since its launch in 2020, Nykd by Nykaa has sought to demystify lingerie through honest, body-positive messaging and design innovation. The campaign marks another step in that journey, spotlighting bras that align with real women’s needs, routines, and confidence.
Adwaita Nayar, Executive Director, CEO Nykaa Fashion and Head of Owned Brands, emphasized the campaign’s intent: “This is about redefining support — physically, emotionally, and culturally. With Bhumi as our voice, we continue to innovate with comfort at the center.”
Nykd’s latest collection of bras is now available on Nykaa Fashion, inviting women to experience a new altitude in everyday comfort.
