MUMBAI: It isn’t every day a bra campaign takes flight — quite literally. Nykd by Nykaa has launched a new campaign titled ‘Comfiest Bras Ever’, featuring Bhumi Pednekar in a witty, cinematic spin on a bumpy flight that tests comfort at 30,000 feet.
The film unfolds aboard a blush-hued aircraft, where Pednekar doubles as a charming flight attendant and a passenger navigating turbulence with elegance and ease.
The punchline?
If Nykd’s bras can keep you comfortable during mid-air chaos, they can support you through anything.
Since its debut in 2020, Nykd by Nykaa has sought to strip away the myths around lingerie and redefine it for the everyday woman. The campaign embodies the brand’s ethos — comfort-first engineering designed for real bodies, routines, and lives.
“At Nykd by Nykaa, innovation in intimate wear begins with listening”, said Nykaa Fashion ED & CEO Adwaita Nayar. “This campaign is about reengineering comfort for real women. With Bhumi as our voice, we’re showing that support means more than just the physical”.
Pednekar, a long-standing brand ambassador for Nykd, added, “Comfort, to me, is feeling supported without even thinking about it — and that’s what these bras deliver. They move with you, never against you”.
The film adds humour and relatability to a segment often bogged down by overpromise. It delivers its message loud and clear: bras should feel like second skin, not an obligation.
Nykd by Nykaa’s latest range features seamless designs, inclusive sizing, and thoughtful styling. The campaign is currently live across TV, digital platforms, and theatres in Maharashtra and Gujarat, with a call to action for women to rethink their comfort zone.
Check out the latest collection here: https://www.nykaafashion.com/designers/nykd-by-nykaa/c/7059