Bhumi Pednekar Tests Bra Comfort Mid-Air for NYKD Campaign
Bhumi Pednekar stars in a cheeky, in-flight NYKD campaign, proving their new bra line stays stylish and supportive—even while turbulence hits.
Anureet Kaur
A Bra Worth Flying For
NYKD by Nykaa’s latest campaign takes an unexpected altitude boost. Bhumi Pednekar, strapped in on a mid-air flight, tests the limits of NYKD’s new comfort bra line while literally up in the clouds.
Plotting Comfort in Chaos
The ad kicks off with Bhumi boarding a private jet for a fashion shoot. As turbulence hits mid-flight, her stylist panics, makeup scatters, but Bhumi stays unbothered. “The outfit may shift, but comfort shouldn’t,” she says, tugging at her NYKD bra strap with a smile.
Real-World, Real-Woman Validation
This isn’t a hyper-styled lingerie fantasy—it’s a relatable stress-test. From bumpy taxi rides to long-haul flights, the message is clear: women don’t dress for the runway, they dress for real life. NYKD delivers for both.
Smart Use of Humor
Witty one-liners like “This bra survived more turbulence than my last relationship” make the campaign feel like a conversation between girlfriends, not a commercial. Bhumi’s effortless charm drives relatability.
Media Flight Path
NYKD launches the campaign on YouTube, women-first content channels, and OTT series integrations. Instagram Reels turn Bhumi’s reactions into viral GIFs, while offline pop-ups at airports hand out travel-size lingerie care kits.
Fashion Meets Function
With an emphasis on support, breathability, and no-show straps, NYKD isn’t just selling style—it’s selling peace of mind. By mixing mid-air metaphor with practical design, the brand proves it understands modern women’s wardrobe needs on the go.
