: Bhumi Pednekar and Nykd collaborate to talk all things lingerie #IndiaNEWS #National By N. Lothungbeni HumtsoeNew Delhi, June 27 (IANSlife) Neither sufficiently addressed nor boldly discussed, conversations

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Bhumi Pednekar and Nykd collaborate to talk all things lingerie #IndiaNEWS #National
By N. Lothungbeni HumtsoeNew Delhi, June 27 (IANSlife) Neither sufficiently addressed nor boldly discussed, conversations on lingerie have for long been restricted to private settings. They only surface briefly when you want to narrate an uncomfortable encounter with a store assistant, or on the rare occasion you find something so comfortable you absolutely must share with your besties! But such is the conundrum of this category, that there just isnt enough discussion about it despite being an everyday basic!
Bhumi Pednekar is well-known for using her voice and influence for relevant and need-of-the-hour conversations; she now extends her commitment to yet another cause close to her heart: womens everyday comfort and lingerie!
In collaboration with Nykd by Nykaa, the intimate wear brand from the House of Nykaa Fashion, Bhumi will be the bold face of the brand through a disruptive campaign titled Bra Aisa, Braless Jaisa.
Speaking to IANSlife exclusively on the collaboration, Bhumi reveals she hopes that the latest campaign will strip off the discomfort and awkwardness associated with discussing basic, real issues women face every day, particularly when it comes to wardrobe essentials like lingerie.
Read Excerpts:
Q: What is it that compelled you to collaborate with a lingerie brand Nykd?
A: I think what drew me to my collaboration with Nykd was the fact that discussing lingerie is such a taboo subject. Women have suffered for years because they simply do not have enough knowledge about what type of bra they should wear. I believe that comfort is extremely important when it comes to wearing lingerie. Nykd kind of resonated with all of my needs and desires of a perfect bra. Thats why working with Nykd was so exciting for me because the brand, in general, is empowering. It provides women with the comfort of talking about the lingerie they want and desire. Its all about educating women on the fact that lingerie is supposed to make them feel good, which is why I think my collaboration with Nykd is special.
Q: What do you find so appealing about the narrative of the campaign?
A: The campaigns narrative is essentially about owning who you are, being yourself, and being at ease in your own skin. Lingerie that feels like second skin, lingerie that gives you confidence, lingerie that literally feels like you forget you have worn it. You shouldnt need to fuss over, nor should it bother you. That, I believe, is essentially what the campaign is about. It is about giving women the confidence to talk about lingerie. Im very pleased with how the two films turned out. Im very excited to be a part of a campaign that is going to be disruptive because we dont have a lot of female actors who support lingerie the way it should be supported.

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