Mumbai: High Street Essentials-owned women fashion brand Indya has signed Bollywood actor Shraddha Kapoor as its first brand ambassador. The star will be promoting its contemporary Indian ethnic wear in a variety of campaigns across media platforms, said the brand.

The announcement comes with the launch of Indya’s first campaign and digital film ‘That’s My Indya', featuring Kapoor. Debunking common and unpopular opinions about Indian and traditional festive wear, the campaign sets the tone for the brand’s modern Indian design philosophy and positioning, it said in a statement.

“Shraddha personifies the millennial Indian woman that our brand is centered on – independent, aware and rooted in her being yet modern in her outlook," said Indya co-founders Tanvi Malik and Shivani Poddar. "Our association with her is a step towards strengthening the connection with our customers and reaching out to millions of more women who will emotionally and sartorially associate with our brand."

“Indya has re-invented Indian fashion by beautifully capturing the essence of what the modern Indian woman is looking for today. My personal style preferences completely resonate with the experimental and fuss-free essence of the brand," said Kapoor on the association.

The digital spot shows Kapoor donning Indya’s Autumn Festive '21 collection that is a stylistic melange of contemporary, fashion-forward designs. The ad film will be followed by a campaign shoot, stated the brand.