New Delhi, Sept. 29 -- This week, beauty e-commerce platform Nykaa appointed actress Deepika Padukone as its global brand ambassador. In the new ad film, Padukone-dressed in a dazzling golden outfit-grooves to Mikey McCleary's 2011 remix of the classic song 'Hawa Hawai', while applying makeup and a mist of fragrance, all in preparation for a cozy night in.

The ad's ultimate pitch-'Why get dressed only to go out? Get dressed up for yourself, because you're the Nykaa, the lead heroine of your own life'-clearly explains why it would resonate with so many women.

The campaign builds on a brand plank that Nykaa launched in 2021, the year it went public. But what's more striking than the campaign itself is that it positions Padukone as a 'glob...