Nykaa releases new bridal campaign "NykaaWaaliShaadi”

Nykaa, the leading destination for beauty enthusiasts, has stormed the digital landscape with its latest campaign, "NykaaWaaliShaadi," captivating over 3.6 million viewers and trending at #6 on YouTube India. With an astounding reach of 400 million, the campaign has become a nationwide sensation.

The campaign, aimed at fulfilling every bride's dream of a "NykaaWaliShaadi," offers a comprehensive beauty and style guide tailored exclusively for the wedding season. Collaborating with renowned makeup brands such as Lakme, MAC, Huda, and Maybelline, Nykaa has curated a one-of-a-kind experience for brides-to-be.

At the heart of the campaign lies direct access to beauty experts who have sprinkled their magic dust on wedding preparations. Nykaa has partnered with the country's top makeup artists, including the legendary Sonic Sarwate, Marianna Mukuchyan, GuneetVirdi, and Shraddha Luthra, to provide exclusive beauty guides and free bridal makeovers to lucky winners.

Nykaa's "NykaaWaaliShaadi" has not only redefined bridal beauty but has also set a new benchmark in digital engagement, capturing the hearts and screens of millions across the nation. As the wedding season unfolds, Nykaa continues to be the ultimate companion for brides on their journey to the aisle.

Commenting on the new campaign, Nykaa Spokesperson said, "NykaaWaliShaadi isn't just a campaign; it's a celebration of love, beauty, and the joy of weddings! We were thrilled to bring this vision to life, offering brides and baratis across the country a one-of-a-kind experience filled with glam, style, and expert guidance. From our comprehensive beauty and style guides to the top makeup artists and brands, NykaaWaaliShaadi was there to make every wedding dream come true.”
With a whopping 400 million reach, NykaaWaaliShaadi took the nation by storm! But that wasn't all – the expert MUAs hosted retail masterclasses across Nykaa stores, attracting hundreds of attendees includingbeauticians and future brides.
The wedding madness didn't stop there! Nykaa partnered withFiltercopyto create twoengaging digital films that capture the essence of NykaaWaaliShaadi. In less than 24 hours, both films were trending at #6 on YouTube India! In 48 hours, the film organically garnered 1.24 million views and the numbers continue to grow. As of today, the films have garnered over 3.6 million views!

Karen Thompson, Brand Director of MAC Cosmetics India said, “We at MAC Cosmetics were thrilled to partner with Nykaa for the "NykaaWaliShaadi" campaign, leveraging our shared values of diversity, inclusivity, and innovation. The bridal season in India is when beauty and fashion merge, and Nykaa's unique insights allowed us to tap into this key shopping moment. Our artistry expertise shone through as we created bespoke looks that not only enhanced customer experiences but also highlighted our commitment to innovation in makeup direction. Together, we reached a wider audience and delivered unforgettable beauty experiences tailored to the season. Our collaboration was a success, and we look forward to future partnerships that inspire and elevate our customers' beauty journeys.”

Zeenia Shroff Bastani, General Manager, Maybelline New York & Nyx, L'Oréal India said, “We’re thrilled to partner with Nykaa for this wedding season with NykaaWaliShaadi. Maybelline New York, known for leading innovation, longwear makeup and setting makeup trends, has been a favorite for glam wedding makeup by brides and their bride-tribes. This collaboration celebrates the union of two giants in the beauty industry – Maybelline NY, the world's #1 makeup brand, and Nykaa, the preferred beauty retailer giving our consumers the best of makeup & looks for the most special day in their lives!”

Nykaa conducted a contest for brides-to-be offering them a chance to have their bridal hair and makeup done by one of these leading makeup artists. The response to the contest was overwhelming, with over 3000 registrations pouring in!
Expressing her excitement, Diksha, one of the brides who won a free makeover from renowned bridal makeup artist Sonic Sarwate said, “I can't express enough gratitude to Sonic Sarwate for the phenomenal makeup artistry on my wedding day. His skill and attention to detail transformed me into the bride of my dreams. Being chosen as a Nykaa bride was an absolute honor, and the experience surpassed all my expectations. Thank you, Nykaa, for making my dream wedding a reality, and thank you, Sonic Sarwate, for making me feel like the most beautiful bride in the world.”

From North to South, East to West, Nykaa covered bridal looks that celebrated the rich diversity of the country, presented in vernacular languages, adding an extra touch of authenticity and charm.