Nykaa’s new collaborative bridal campaign, featuring brands including MAC Cosmetics, has garnered over 3.6 million views on YouTube after its two films received 1.24 million views within the first 48 hours of upload.
“Nykaa Wali Shaadi isn’t just a campaign; it’s a celebration of love, beauty and the joy of weddings,” said a spokesperson for Nykaa, India Retailing reported. “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.”
Nykaa partnered with a number of makeup brands for the campaign including MAC Cosmetics, Huda Beauty, Lakmé, and Maybelline. In less than 24 hours, both Nykaa films were trending at number six for YouTube India.
“We at MAC Cosmetics were thrilled to partner with Nykaa for the ‘Nykaa Wali Shaadi’ campaign, leveraging our shared values of diversity, inclusivity, and innovation,” said MAC Cosmetics India’s brand director Karen Thompson. “Our collaboration was a success, and we look forward to future partnerships that inspire and elevate our customers’ beauty journeys.”
Nykaa’s promotional films were created with short video business Filtercopy. Along with its campaign, Nykaa also launched a contest for brides-to-be to give them the chance to win a bridal hair and makeup makeover by a leading Indian makeup artist and the contest received more than 3,000 entries.
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