Women’s ethnicwear brand Aurelia has announced Bollywood actor Ananya Panday as its new brand ambassador. The announcement coincides with the launch of its festive campaign, #HameshaTrending, which showcases the brand’s latest festive collection.
The campaign highlights Ananya’s youthful energy and effortless style, blending with Aurelia’s contemporary silhouettes and on-trend designs. With this association, the brand aims to strengthen its positioning as stylish, relevant, and confidence-driven.
Speaking about the collaboration, 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.”
Anant Daga, CEO – TCNS Division, Aditya Birla Fashion and Retail Ltd., 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.”
The campaign, launched ahead of the festive and wedding season, is being rolled out through a high-impact film and striking visuals across platforms.
Aurelia’s festive collection features rich hues, intricate embellishments, and versatile silhouettes. The range includes kurta sets, shararas, fusion co-ords, and statement ensembles—designed to suit occasions from intimate gatherings to grand celebrations.
Aurelia is a contemporary ethnicwear brand under the Aditya Birla Fashion and Retail Limited (ABFRL) umbrella offering affordable, stylish collections for work, casual outings, and special occasions. With over 200 brand outlets and availability in 800+ large-format stores across 150 cities, Aurelia is also accessible online through its website and leading e-commerce platforms like Myntra, Amazon, and Flipkart.
