Blissclub has rolled out a campaign featuring actor Karisma Kapoor to solidify the brand’s position as India’s go-to movement-first apparel brand for women.

Conceptualised in-house, the campaign consists of an ad film.

The film captures a playful, behind-the-scenes-style video featuring Kapoor just after a shoot, still lounging in her Blissclub outfit. When her manager reminds her she’s been wearing it for eight hours and has other commitments, she shrugs it off, clearly relishing the comfort. Things take a fun turn when Blissclub’s founder and CEO, Minu Margeret, calls the manager, asking for the outfits back. Kapoor confidently grabs the phone, tells Margaret she’s not returning the clothes because they’re too comfortable and hangs up before striding off the set in full Blissclub attire.

What we think about it: While the film's concept is playful and on-brand, the execution falls slightly flat with underwhelming acting and modest production value that limit its overall impact. However, what works is that it does tap into Karisma Kapoor’s nostalgic charm with a cheeky, slice-of-life film that underscores the brand’s comfort-first appeal.

Minu Margeret, founder and CEO, Blissclub, said, “With Blissclub, Karisma Kapoor felt like the perfect partner for us. She is an icon of movement – someone who danced through our collective childhoods, and still continues to embody grace, confidence and timeless charm. We wanted this campaign to have fun with nostalgia while showing just how irresistible our clothing is. Because if Karisma won’t give them back, why would anyone else?"