Bengaluru: Myntra has announced the onboarding of Alia Bhatt as its brand ambassador for both Myntra and Myntra Beauty, marking a strategic move to deepen consumer engagement across fashion and beauty categories.
The association brings together one of India’s leading fashion and beauty destinations with a globally recognised actor known for her cross-generational appeal, reinforcing Myntra’s positioning as a go-to platform for style and beauty discovery.
As part of the collaboration, Alia Bhatt features in her first campaign for the platform, introducing Myntra Beauty’s ‘Glow Up Days’ event. The campaign film, built around relatable humour, highlights everyday consumer behaviour such as stretching the use of premium beauty products, aligning with Myntra Beauty’s proposition of making quality beauty accessible.
The partnership comes at a time when fashion and beauty are increasingly becoming expressions of identity, particularly among younger consumers. Myntra aims to leverage Alia’s strong connect with Gen Z and millennial audiences to expand its reach across metros and emerging markets.
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.”
Commenting on the partnership, Sunder Balasubramanian 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.”
