Women’s ethnic wear brand Aurelia has announced Bollywood actor Ananya Panday as its new brand ambassador, just in time for the festive season.
The announcement coincides with the launch of Aurelia’s vibrant new campaign, #HameshaTrending, which showcases the brand’s latest festive collection, designed for today’s stylish and confident Indian woman.
Known for her youthful charm and modern sense of style, Ananya Panday perfectly reflects Aurelia’s vision of blending tradition with contemporary fashion. The campaign showcases her playful energy and effortless fashion sense, presenting Aurelia’s collection of festive-ready outfits, ranging from elegant kurta sets and ornate shararas to fusion co-ords and statement ensembles.
The collection features rich colours, detailed embellishments, and versatile silhouettes meant to carry women seamlessly from intimate family gatherings to grand festive celebrations.
Sharing her excitement, Ananya Panday said, “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, Chief Executive Officer – TCNS Division, Aditya Birla Fashion and Retail Ltd., welcomed Panday to the Aurelia family: “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 this sentiment to life and set the tone for the festive season. Together, Ananya and Aurelia embody vibrancy, elegance, and celebration, everything that defines this time of year.”
The #HameshaTrending campaign launches with a high-energy film and striking visuals that will be promoted across digital, print, and social platforms. With Ananya Panday at the forefront, Aurelia aims to strengthen its connection with young women who seek style, comfort, and confidence in every festive moment.