ALIA BHATT JOINS MYNTRA AS BRAND AMBASSADOR, LAUNCHES GLOW UP DAYS CAMPAIGN

Myntra has appointed Alia Bhatt as its brand ambassador for both its core fashion platform and Myntra Beauty, unveiling her first campaign to mark the launch of ‘Glow Up Days’. Using humour to highlight how consumers ration premium products, the campaign underscores Myntra’s focus on accessibility, value, and self-expression.

Alia Bhatt has stepped into a new role as the face of Myntra and Myntra Beauty, fronting a campaign that captures the quirks of beauty lovers while spotlighting the brand’s promise of accessibility. Her debut film for Myntra Beauty’s ‘Glow Up Days’ event uses wit to show how consumers often use premium products sparingly, positioning Myntra as a destination where indulgence need not be rationed.  

The collaboration comes at a time when fashion and beauty are increasingly embraced as forms of personal identity, especially among younger audiences. Myntra said the partnership reflects its ambition to engage loyal users while expanding into metros and emerging markets.  

Speaking about the association, Bhatt noted, “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!”  

Sunder Balasubramanian, Chief Marketing Officer at Myntra, added, “Alia’s ability to connect across generations and geographies makes her a natural extension of our 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 Bhatt’s star power and Myntra’s emphasis on discoverability and value, the collaboration signals a fresh chapter in India’s fashion and beauty retail, blending humour, accessibility, and cultural resonance.