Brands
Nexus Select Malls launches Asli Happyness Wala Sale with Ayushmann Khurrana
MUMBAI: In India, the land of perpetual celebrations, festivals mean one thing – shopping!
But let’s admit it, nothing dims the festive spirit faster than spotting sky-high price tags and those pesky tax add-ons.
Enter every Indian’s favorite word: SALE!
This Christmas, Nexus Select Malls – which has outlets nationally – has unwrapped the ultimate shopping extravaganza with the Asli Happyness Wala Sale, led by Indian cinema charmer and brand ambassador Ayushmann Khurrana. It’s more than just discounts; it’s a carnival of offline shopping bliss, complete with Santa meet-and-greets and festive cheer that no app can match.
Ready to shop till you drop?
The 25-second digital film begins with Khurrana entering a mall with a friend and a disheartened child, emphasising that the asli happyness of Christmas is best experienced at Nexus Select Malls. As the film progresses, a white-gloved hand taps the child’s shoulder, and his face lights up upon seeing Santa. The film concludes on a lighthearted note as Khurrana humorously asks Santa whether his beard is real, underscoring the authenticity and fun of festive celebrations at Nexus Malls.
Speaking about the campaign, Nexus Select Malls chief marketing officer Nishank Joshi remarked, “At Nexus Select Malls, we believe happiness isn’t something you receive in a parcel. With the Asli Happyness Wala Sale, we invite our patrons to celebrate Christmas with unbeatable offers, magical in-mall experiences, and the joy of togetherness and festive vibes.”
Conceptualised by Ogilvy, the campaign positions Nexus Select Malls as the ultimate festive destination, offering discounts of up to 50 per cent on top brands alongside immersive in-mall experiences. Visitors can enjoy exclusive deals and the festive atmosphere, making Nexus Malls a perfect holiday shopping destination.
The film is now live across all social media channels of Nexus Select Malls, inviting families to revel in the spirit of Christmas with memorable experiences and irresistible offers.
Brands
Charlotte Tilbury opens first flagship store in India
Luxury beauty brand bets on immersive retail as India expansion gathers pace
NEW DELHI: Charlotte Tilbury has opened its first flagship Beauty Wonderland in India, planting a high-glamour marker in New Delhi as global beauty brands double down on the country’s fast-growing premium market.
Located at Nexus Select Citywalk in Saket, the store is operated end-to-end by Nykaa, deepening a partnership that began with the brand’s digital launch in India in 2020 and has since scaled across retail, marketing and distribution. The opening signals a shift from marketplace presence to standalone brand environments as companies chase long-term equity and consumer loyalty.
The launch was marked by an event on April 9 featuring actor Sobhita Dhulipala, the brand’s first beauty muse in India, underscoring Charlotte Tilbury’s growing cultural push in the market.
“Darlings, I am so excited to open my first-ever flagship Beauty Wonderland in India, in its vibrant and iconic capital, New Delhi,” said Charlotte Tilbury. “This is such a magical milestone for the brand as we continue to grow in one of the world’s most dynamic and exciting beauty markets.”
Tilbury highlighted the brand’s connection with Indian consumers. “India has always been a place of incredible beauty, celebration and transformation. I have been so inspired by the artistry, creativity and passion of our community here. They are true beauty connoisseurs that appreciate next-generation formulas,” she said.
The store is designed as an immersive retail experience, blending the brand’s Art Deco and old Hollywood aesthetic with local cues. A bespoke Royal Indian Arch anchors the space, alongside personalised makeup services tailored to Indian trends and occasions. A dedicated bridal looks wall nods to the country’s strong wedding-led beauty market, while interactive elements such as the Pillow Talk photowall and in-store masterclasses aim to drive engagement.
For the first time in India, the full Charlotte Tilbury portfolio is available under one roof, spanning makeup, skincare and fragrance, including the Fragrance Collection of Emotions and bestsellers such as Magic Cream, Airbrush Flawless Blur Concealer and Pillow Talk products.
Nykaa, which operates 57 doors for the brand alongside its app and website, will now lead end-to-end management of Charlotte Tilbury’s exclusive boutiques in India, covering retail operations, staffing, supply chain, marketing and omnichannel integration.
“Charlotte Tilbury has been one of our most successful and strategic global partnerships,” said Anchit Nayar, executive director and chief executive officer, Nykaa Beauty. “The launch of the first exclusive boutique, fully operated by Nykaa, is a natural next step and reflects our shared long-term commitment to building the brand in India.”
Nykaa’s broader beauty playbook, built on digital-first entry followed by omnichannel scale, now reaches over 42 million consumers and has become a template for global brands entering India. The retailer currently serves 52 million customers through its platforms and runs 276 offline beauty destinations, reinforcing its position as a gateway for international labels.
Charlotte Tilbury, founded in 2013, now operates in over 50 markets with more than 3,000 employees and 500 products across categories, with over 3,000 distribution points globally.
A second standalone store is slated to open at Mall of India in Noida in May 2026, signalling an aggressive retail push.
In a market where beauty is fast turning from aspiration to everyday indulgence, Charlotte Tilbury is not just selling products. It is building theatre, and betting that Indian consumers are ready to buy into the spectacle.
