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Influencer marketing has become every brand’s go-to strategy to promote their products today, making it difficult for them to break through the clutter. Especially when an influencer activity comes across as an obvious endorsement to the audience. However, Nykd by Nykaa manages to do just that through their latest campaign.

Digital creator Dolly Singh weaves in the promotion in a humorous storyline impressively subtly masking the endorsement in an entertaining video. Yet at the same time intriguing the audience to check out the product.

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A post shared by Dolly Singh (@dollysingh)

In an over three-minute video titled, ‘If your bra were an aunty’, Singh highlights the various issues women face with their ‘conservative’ bra and how Nykd by Nykaa can solve them all. Despite its length, the uniqueness and the humorous quotient makes you watch till the end. It doesn’t come across as a blatant endorsement; rather the content absorbs your attention and keeps you thoroughly entertained. At the same time, it is also informative as she explains the features of Nykd by Nykaa bras and also shows you the app.

Dolly Singh is an apt choice for the campaign as she has a substantial young female follower base. She is also a great content creator, who masters in making quirky and humorous content that connects with the youth. Unlike other influencers, she doesn’t put out a simple post endorsing a product, but always strives to weave it into a narrative.

Nykd by Nykaa has also been promoting its slip-on bras through influencer activity. They have on-boarded a host of influencers for this— Ashwini Dixit, Puja Negi, Minal Raj, Rahath Aaliya, Shreya Chakraborty and Aayushi Badheka.

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A post shared by Ashwini Dixit (@itsashwinidixit)

A part of their Nykd all-day range, these bras are said to be comfortable and perfect for everyday wear. The influencers portray through their posts how it can be worn for different purposes. They also bring out the variety of colours the product is available in.

For example, Puja Negi is seen wearing the slip-on bra while doing artwork.

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A post shared by PUJA NEGI || CONTENT CREATOR (@scorpio.puja)

Rahath Aaliya is seen spending her me-time reading a book, showing that it is comfortable as loungewear.

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A post shared by RAH (@rahathaaliya)

Minal Raj is seen dancing and working out in the slip-on bra. This also implies that these bras are comfortable for physical activity as well and not just limited to lounging.

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A post shared by Minal Raj (@thecrazydaisy)

Fashion blogger Aayushi Badheka shows how she turns the slip-on bra into a casual day out wear, implying that these bras can seamlessly transition from at-home wear to stepping-out attire.

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A post shared by Aayushi Badheka (@aayushibadheka)

Shreya Chakraborty has made the slip-on bra her work from home outfit.

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A post shared by Shreya Chakraborty (@shreyachaks)

According to data provided by content marketing agency Sheeko, the influencer-driven campaign has reached over 1.1 million people in a media value pegged around Rs 10-11 lakh.

Sheeko Brandscore graph of the brand’s performance on Instagram over one year:

With the second wave of Covid-19 restricting people back to their homes, formal wear has once again been packed into the cupboards and lounge wear is back to reign. It is a perfect time for this campaign as people are once again back to working from home and women are looking for comfort wear like these slip-on bras.