Myntra has announced Alia Bhatt as the new brand ambassador of Myntra and Myntra Beauty, reinforcing its positioning as a leading fashion and beauty destination in India. Known for her wide cultural appeal and strong connection with younger audiences, her association aims to deepen the platform’s relevance among Gen Z and millennials.
Her debut campaign marks the launch of Myntra Beauty’s Glow Up Days event, highlighting value-driven access to premium beauty. The film uses relatable humour to depict familiar consumer behaviours. like stretching the last drop of a serum or foundation, bringing alive the brand’s promise of making quality beauty more accessible.
Link to the campaign:
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.”
Adding to this, Sunder Balasubramanian, Chief Marketing Officer, Myntra 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.”
