Mumbai, 26 May 2025: We’ve all experienced it — that sudden jolt, the flickering of lights in the cabin when everything (and everyone) shakes just a little. But what if, in that moment of turbulence, you were wearing a bra so comfortable, so secure, it actually made you forget the chaos?
Welcome aboard “Comfiest Bras Ever”—the cheeky, cinematic, and comfort-first campaign by Nykd by Nykaa, starring long-time brand voice Bhumi Pednekar, who brings her signature warmth and persona to the skies. Known for lending her influence to real and relevant conversations, she is an authentic, relatable voice of the brand, making comfort a non-negotiable. Bhumi’s presence in this campaign is a breath of fresh air — bringing honesty and authenticity to a category long overdue for change.
In Nykd by Nykaa’s newest campaign film — shot in a blush-toned cabin with cheeky flight announcements and playful moments of mid-air chaos, turbulence becomes the ultimate test of comfort, and Nykd’s Comfiest Bras pass with flying colors. The film is not only joyful and relatable but also expressive, and empowering. And at the center of it all? Nykd by Nykaa’s thoughtfully engineered bras that feel like second skin, providing steady support no matter how shaky things get.
The message is simple: if your bra can support you at 30,000 feet, it can support you anywhere! And Nykd by Nykaa Comfiest Bras Ever are the ones you need!
Since launching in 2020, Nykd by Nykaa has been on a mission to demystify and redefine lingerie for everyday women. The brand has been on a journey to reimagine bras as comfort gear — honest, reliable essentials made for real bodies and real routines.
Adwaita Nayar, Executive Director, CEO Nykaa Fashion and Head of Owned Brands, said adds, “At Nykd by Nykaa, we’ve always believed that innovation in intimate wear begins with listening — to women, to their needs, and to what’s long been missing in the category. This campaign is a bold step in that direction — blending thoughtful design with everyday ease. It’s not just about creating products that look good; it’s about reengineering comfort for real bodies and real routines. With Bhumi as our voice, we’re continuing to redefine what support means — not just physically, but emotionally and culturally too.”
Commenting on the campaign, Bhumi Pednekar says, “Comfort, to me, is feeling supported without even thinking about it—and that’s exactly what Nykd by Nykaa bras offer. They move with you, not against you, and make sure you feel at ease no matter what your day looks like.”
Whether you’re navigating actual turbulence or the metaphorical kind — Nykd by Nykaa is your co-pilot in comfort. With a range of seamless, size-conscious, and style-forward bras, the brand wants women to feel supported and seen every single day.