Glam21 launches wedding campaign with Avneet Kaur partnership

Glam21 has announced the launch of a new wedding campaign featuring actress Avneet Kaur, rolling out nationally from December 14, 2025. The campaign is designed to align with India’s wedding season, focusing on beauty-led celebrations, consumer engagement and promotional experiences across online and offline touchpoints.

At the centre of the campaign is a wedding contest aimed at driving consumer participation through purchase-based eligibility. Customers who purchase Glam21 products worth INR 1,499 or more can enter the contest. One selected bride-to-be will receive the opportunity to invite Avneet Kaur to her wedding, along with a bridal makeover delivered by a celebrity makeup artist on the wedding day.

The contest also includes incentives for non-bride participants. Consumers making purchases above INR 1,499, who are not brides-to-be, will be eligible to enter a separate draw to win an iPhone 17 Pro. By broadening the reward structure, Glam21 aims to appeal to a wider consumer base beyond bridal shoppers.

Pradeep Goyal, founder of Glam21, said, “Weddings are a celebration of love and joy, and at Glam21, we are committed to making them truly spectacular. Through this campaign, our customers can enjoy a blend of glamour, celebrity experiences, and exclusive prizes.” He added that the partnership with Avneet Kaur is intended to enhance the overall wedding experience for consumers and make their celebrations more memorable.

The contest will run from December 14, 2025, to January 27, 2026, giving consumers an extended window to participate during the peak wedding and festive period. The campaign tagline, ‘hogi dhoom machega shor jab aayegi shadi mein Avneet Kaur!’, reflects the celebratory and high-energy tone Glam21 is bringing to wedding-related shopping and experiences.

Beyond the contest, the campaign includes a strong offline retail push. Glam21 has increased its in-store visibility with wedding-themed branding across physical outlets. These efforts are designed to create a cohesive campaign experience that mirrors the celebratory nature of Indian weddings.

As part of the on-ground activation strategy, Glam21 has planned flash mobs in high-footfall markets across Delhi. These activations will feature performers dressed as brides, carrying oversized Glam21 bags and products, moving through markets to attract attention and generate curiosity. In addition, branded gate arches have been installed in select locations to promote the contest and reinforce recall.

The brand has also set up wedding-themed pandals in key markets. These spaces are designed to offer free makeovers, product trials and interactive games, allowing consumers to engage directly with the brand while winning giveaways and freebies. The experiential approach is intended to create moments of interaction rather than relying solely on transactional promotions.

On the digital front, the campaign is supported by influencer collaborations aimed at building awareness and extending reach across social platforms. Content creators will amplify the campaign message, highlight the contest mechanics and showcase Glam21’s wedding-focused offerings to their audiences.

With this campaign, Glam21 is using a mix of celebrity association, experiential marketing and retail integration to strengthen its presence during the wedding season. The initiative reflects a broader strategy to combine entertainment, beauty and consumer participation while maintaining a strong on-ground and digital presence.