Women’s Indian wear brand Biba has named Bollywood celebrity Kriti Sanon as its new brand ambassador and has kicked off the partnership with a brand film for its autumn/ winter 2024 clothing collection.

“We are happy and excited to have Kriti Sanon as part of the Biba family,” said Biba Fashion’s managing director Siddharath Bindra in a press release. “Kriti is the epitome of the modern Indian woman- confident, graceful and deeply connected to her roots, which aligns perfectly with the Biba ethos. Her journey from a talented actress to a beloved household name mirrors our brand’s evolution over the years. This partnership is not just about endorsing a collection; it’s about celebrating the spirit of every Biba woman and girl who embraces tradition while stepping confidently into the future.”
 
Designed to pay homage to India’s cultural roots, the new Biba collection debuts in a new ad-film starring Sanon. The film aims to show the diversity of the collection and blend heritage with contemporary motifs. Titled ‘There’s something Biba about her’, the film has launched on Biba’s website as well as on Facebook, Youtube, and Instagram.
 
“I am elated to be a part of the Biba family and launch the stunning festive collection,” said Kriti Sanon. “Biba is a brand that celebrates Indian heritage and empowers women through fashion. It’s a brand that truly understands the modern Indian woman and her evolving style and offers something stylish for every occasion and age group.”
 
“The film celebrates the spirit of the modern Indian woman- independent, successful, and one who is unafraid to embrace her Indian culture and roots,” said Enormous’ copy group head Tanima Kohli. “And in doing so, we created a campaign that could only be owned by an iconic brand like Biba.”