Deepika Padukone fronts Nykaa’s playful Pink Friday campaign

Nykaa has launched its annual Pink Friday Sale with a campaign that brings together humour, celebrity presence and creator-led storytelling. The films position the sale as an event that captures full attention, regardless of the setting. At the centre of the campaign is Deepika Padukone, Nykaa’s brand ambassador, who appears in a hero film set at a crowded press conference. As reporters ask about her upcoming roles and routine, a notification about the Pink Friday Sale shifts her focus entirely. Every question quickly receives the same response — ‘Pink Friday’. Padukone eventually leaves the stage to shop the sale, reinforcing the idea that the event’s offers are difficult to ignore.

 

 

 

 

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The campaign expands with short films featuring Kusha Kapila, Kareema Barry and Aisha Ahmed. Kapila is shown posing for photographers before hearing that the sale has begun. She immediately shifts into animated excitement, listing deals ranging from free lipsticks and luxe fragrances to daily bumper giveaways, including a year’s supply of foundation. Barry enters the scene in a friendly, conversational moment on the pink carpet. Mid-chat, she becomes distracted by the sale’s free gifts with every order and hands over a lip gloss from her bag in an awkward yet humorous exchange. Ahmed’s film portrays her arriving at an event with a large number of Nykaa shopping bags, suggesting she has stocked up extensively. The film highlights her interest in significant price drops across luxury beauty.

The 2025 Pink Friday Sale features deals across more than 1,800 brands, including price reductions on luxury beauty, free gifts with every order, fast delivery, authenticity assurances and daily giveaways for top shoppers. Running from 20–30 November, the sale positions itself as a major moment for India’s beauty consumers, supported by a campaign designed to reflect the excitement and competitive energy of the event.