Aurelia, a women’s ethnic wear brand, has announced actor Ananya Panday as its new brand ambassador. 

The announcement comes alongside the launch of its festive campaign #HameshaTrending, featuring Panday, spotlighting the latest festive collection designed for the modern Indian woman. 

Anant Daga, chief executive officer, TCNS Division, Aditya Birla Fashion and Retail, said, "Ananya’s vibrant persona and strong fashion connect perfectly with 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. Together, Ananya and Aurelia embody vibrancy, elegance, and celebration, everything that defines this time of year. We are thrilled to welcome her as our brand ambassador.”