Ad Campaigns
Bhumi Pednekar stars in Nykd by Nykaa’s latest flight-themed campaign for comfiest bras
MUMBAI: It isn’t every day a bra campaign takes flight — quite literally. Nykd by Nykaa has launched a new campaign titled ‘Comfiest Bras Ever’, featuring Bhumi Pednekar in a witty, cinematic spin on a bumpy flight that tests comfort at 30,000 feet.
The film unfolds aboard a blush-hued aircraft, where Pednekar doubles as a charming flight attendant and a passenger navigating turbulence with elegance and ease.
The punchline?
If Nykd’s bras can keep you comfortable during mid-air chaos, they can support you through anything.
Since its debut in 2020, Nykd by Nykaa has sought to strip away the myths around lingerie and redefine it for the everyday woman. The campaign embodies the brand’s ethos — comfort-first engineering designed for real bodies, routines, and lives.
“At Nykd by Nykaa, innovation in intimate wear begins with listening”, said Nykaa Fashion ED & CEO Adwaita Nayar. “This campaign is about reengineering comfort for real women. With Bhumi as our voice, we’re showing that support means more than just the physical”.
Pednekar, a long-standing brand ambassador for Nykd, added, “Comfort, to me, is feeling supported without even thinking about it — and that’s what these bras deliver. They move with you, never against you”.
The film adds humour and relatability to a segment often bogged down by overpromise. It delivers its message loud and clear: bras should feel like second skin, not an obligation.
Nykd by Nykaa’s latest range features seamless designs, inclusive sizing, and thoughtful styling. The campaign is currently live across TV, digital platforms, and theatres in Maharashtra and Gujarat, with a call to action for women to rethink their comfort zone.
Check out the latest collection here: https://www.nykaafashion.com/designers/nykd-by-nykaa/c/7059
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
