1. Announcement & Campaign Launch
Aurelia, the popular Indian women’s ethnic wear brand under the TCNS Division of Aditya Birla Fashion and Retail Ltd., has named Bollywood actress Ananya Panday as its brand ambassador. This launch coincides with the unveiling of its #HameshaTrending festive campaign, which showcases the latest festive collection designed for modern Indian women.
The campaign features a high-energy film and compelling visuals across digital and social media platforms—timed perfectly for the festive and wedding season.
2. Statement from Ananya Panday & Company
Ananya Panday expressed her excitement about the collaboration:
“For me, fashion is all about feeling good and owning your style, and Aurelia fits perfectly with that. I love how the brand makes ethnic wear feel fresh, vibrant, and always on‑trend. My personal style is fun, easy, and versatile, and the #HameshaTrending campaign captures that energy beautifully. I’m truly excited to be the face of a brand that makes staying stylish feel so effortless and fun.”
Anant Daga, CEO of the TCNS Division, added:
“Ananya’s vibrant persona and strong fashion connect perfectly complement the spirit of Aurelia. She resonates with today’s woman who wants to look relevant, confident, and effortlessly fashionable at all times. Through #HameshaTrending, we are excited to bring alive this sentiment and set the tone for the festive season. Together, Ananya and Aurelia embody vibrancy, elegance, and celebration—everything that defines this time of year. We are thrilled to welcome her as our brand ambassador.”
3. Collection Highlights & Campaign Vibe
The festive collection includes a versatile mix of kurta sets, shararas, fusion co‑ords, and statement ensembles, crafted to help women transition from intimate gatherings to grand celebrations with style. Rich hues, intricate embellishments, and contemporary silhouettes define the line.
This campaign aims to position Aurelia as a brand that ensures women feel stylish, confident, and relevant—“always.”
4. Brand Positioning & Strategic Fit
Aurelia’s choice of Ananya Panday aligns with its intentions to embody youthful elegance and festive charm. Her persona—fun, modern, and effortlessly stylish—is an ideal match for a label targeting contemporary women looking for accessible ethnic fashion.
With over 200 standalone outlets and a presence in 800+ large-format stores across 150 cities—plus online channels like Myntra, Amazon, Flipkart, and its own website—Aurelia enjoys extensive reach. This new partnership and campaign signal a strategic push during one of Indian retail’s most lucrative periods.
5. What This Means for the Brand & Ananya
- For Aurelia: Leveraging Ananya’s youth appeal helps connect with Generation Z and young millennials seeking festive looks that are on-trend, comfortable, and affordable.
- For Ananya: This continues her growing portfolio of lifestyle and fashion endorsements, aligning her with a brand that resonates with her personal style and public image.
Blog Summary Table
| Aspect | Details |
|---|---|
| Brand | Aurelia (TCNS Division, Aditya Birla Fashion & Retail) |
| Ambassador | Ananya Panday, Bollywood actress |
| Campaign | #HameshaTrending festive campaign with film and visuals across digital platforms |
| Collection Highlights | Kurta sets, shararas, fusion co-ords; rich, festive designs |
| Key Messages | Fresh, vibrant, effortless style; relevant for celebrations |
| Strategic Aim | Strengthen brand connection with modern, festive-focused Indian women |
| Retail Footprint | 200+ brand outlets; 800+ stores; presence across major e-commerce platforms |
Final Thoughts
This collaboration creatively merges Ananya Panday’s vibrant, youth-centric persona with Aurelia’s commitment to contemporary ethnic elegance. The #HameshaTrending campaign is poised to capture attention and drive engagement during India’s festive season—offering style that’s as celebratory as it is accessible.
