In a significant celebrity-brand collaboration, Alia Bhatt has been announced as the new brand ambassador for Myntra and Myntra Beauty. The move brings together one of India’s most influential actors with a leading fashion and beauty platform, strengthening the brand’s connect with a new generation of consumers.
Known for her strong cross-generational appeal and cultural influence, Alia Bhatt’s association is expected to enhance how audiences engage with fashion and beauty on the platform. The actor enjoys a significant following among Gen Z and millennial audiences, making her a strategic fit for Myntra’s evolving consumer base.
Marking the beginning of this partnership, Alia features in her first campaign for Myntra Beauty, which coincides with the launch of the ‘Glow Up Days’ event. The campaign film leans into relatable humour, capturing a familiar sentiment among beauty enthusiasts—the hesitation to use up premium products completely. Through this light-hearted narrative, the campaign highlights Myntra Beauty’s core proposition of making quality beauty products more accessible.
Speaking about the collaboration, 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."
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The partnership also aligns with Myntra’s broader strategy of deepening engagement with its existing audience while expanding its reach across metros and emerging markets. With fashion and beauty increasingly becoming tools of self-expression, the brand aims to tap into this shift through collaborations that blend aspiration with relatability.
Commenting on the association, Sunder Balasubramanian, Chief Marketing Officer at 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."
With this collaboration, Alia Bhatt continues to strengthen her brand portfolio, while Myntra further cements its positioning as a go-to destination for fashion and beauty in India.
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