Myntra has signed Alia Bhatt as the brand ambassador for Myntra and Myntra Beauty. The association aims to strengthen the platform’s connection with younger consumers and reinforce its position in India’s fashion and beauty space.
As part of this partnership, Bhatt features in her first campaign for the platform, which introduces Myntra Beauty’s Glow Up Days event. The campaign film uses everyday beauty habits to highlight how consumers often try to make the most of premium products, aligning with the brand’s focus on making quality beauty more accessible.
The collaboration comes as fashion and beauty continue to play a larger role in self expression, especially among Gen Z and millennial audiences. Myntra is looking to deepen engagement with its existing users while also expanding its reach across metros and emerging markets.
As per the brand Bhatt’s appeal across age groups and her mix of relatability and aspiration are expected to support the brand’s positioning. Myntra is also focusing on improving how users discover products through a more personalised and experience driven approach.
Link to the campaign
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.” she added.
Sunder Balasubramanian, Chief Marketing Officer (CMO), 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.”
