Myntra has appointed Alia Bhatt as the brand ambassador for Myntra and Myntra Beauty, bringing together one of India’s leading fashion and beauty platforms with an actor known for cross-generational appeal. The association is positioned to deepen how consumers discover and engage with fashion and beauty, while reinforcing Myntra’s standing in the category.
Bhatt’s onboarding is anchored in her first campaign for the platform, which coincides with the launch of Myntra Beauty’s ‘Glow Up Days’ event. The campaign introduces the event as a value-driven proposition, offering a wide range of beauty products while highlighting accessibility. The creative execution is built on relatable humour, drawing from common consumer behaviour in the beauty category.
Set within the context of the ‘Glow Up Days’ event, the film captures a familiar scenario among beauty users: the reluctance to use up the last portion of premium products such as serums or foundations. By showcasing the ritual of stretching product usage, the campaign taps into a shared insight and positions Myntra Beauty as a solution that removes the need for such compromises. The messaging reinforces the platform’s promise of making quality beauty products more accessible to a wider audience.
The campaign aligns with Myntra’s broader marketing strategy of tapping into evolving consumer attitudes, where fashion and beauty are increasingly seen as forms of self-expression. This shift is particularly evident among younger audiences, including Gen Z and millennials, who prioritise authenticity, access and discovery. Bhatt’s persona is leveraged to bridge aspiration with relatability, enabling the brand to connect across diverse audience segments.
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.”
Sunder Balasubramanian, chief marketing officer, Myntra, added, “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."
The partnership signals Myntra’s continued investment in celebrity-led storytelling to enhance engagement and recall. The campaign integrates entertainment with insight-driven storytelling, while also supporting Myntra’s focus on personalised discovery and an experience-led retail journey.
As Myntra expands its reach across metros and emerging markets, the association with Bhatt is expected to strengthen brand affinity and drive deeper consumer engagement across both fashion and beauty categories. The ‘Glow Up Days’ campaign serves as the first step in this collaboration, combining cultural relevance with a clear value proposition.
