Mumbai: Nykd by Nykaa, the intimate wear brand from Nykaa Fashion, is taking comfort to brand-new heights—literally. Launching its latest campaign titled ‘Comfiest Bras Ever’, the brand brings aboard actor and long-time brand ambassador Bhumi Pednekar in a refreshingly cheeky, cinematic ad that turns in-flight turbulence into a surprising metaphor for real support.
Set in a blush-toned airplane cabin, the campaign video features Bhumi as a confident and charming flight attendant navigating a cabin full of women in the midst of mid-air chaos. But while the turbulence shakes everything around, one thing stays comfortably in place—Nykd by Nykaa’s thoughtfully engineered bras. Designed to be worn and forgotten, the bras offer such effortless support, they make even the rockiest rides feel smooth.
“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,” said Bhumi Pednekar, sharing her experience with the brand and the campaign.
The campaign not only underlines the product’s functional benefits but also serves as a powerful symbol of emotional and cultural support — encouraging women to expect more from their lingerie. Bhumi’s warm, relatable presence reinforces Nykd’s mission to center real women, real bodies, and real routines in a category long dominated by unrealistic expectations.
Adwaita Nayar, Executive Director, CEO Nykaa Fashion and Head of Owned Brands, said adds, “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.”
Since its launch in 2020, Nykd by Nykaa has emerged as a go-to brand for size-inclusive, style-forward, and comfort-first innerwear. The ‘Comfiest Bras Ever’ campaign amplifies this promise with a joyful tone, a touch of humour, and a whole lot of heart — reminding women that whether it’s turbulence in the sky or in life, comfort should never be compromised.
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