Why Palmonas’ latest campaign works—without being misogynist or controversial

When Palmonas announced Amrita Rao as its new brand ambassador alongside Shraddha Kapoor, the move raised eyebrows.

At first glance, it seemed risky. Amrita Rao is positioned as the face of Palmonas’ daily-wear mangalsutra—largely because she is married. In a media landscape where women are often reduced to milestones like marriage, motherhood, or “settling down,” this could easily have slipped into uncomfortable territory.

But it didn’t.

And that’s because the campaign understands something many brands still don’t: representation is not just about who you cast, but how you frame them.

Instead of selling marriage, Palmonas sells fit.

The campaign’s narrative cleverly flips expectations. Shraddha Kapoor’s playful frustration at being “replaced” reframes the conversation entirely. Amrita isn’t chosen because she’s married; she’s chosen because she fits this specific role better. The humour disarms potential criticism and turns what could have been a reductive decision into a thoughtful one.

Amrita Rao, still widely remembered as the soft-spoken bride from Vivah, is reintroduced here—but not as the idealised, traditional bride frozen in time. She appears as a cool, modern woman whose life includes marriage, but isn’t defined by it. The campaign’s self-awareness—peppered with subtle film references and light humour—makes this transition feel organic rather than forced.

This is where Palmonas’ storytelling stands out.

The brand resists the urge to moralise marriage or package it as a compulsory aspiration. Instead, the mangalsutra is positioned as an everyday accessory, stylish, personal, and adaptable. In doing so, the campaign respects both the product and the woman representing it.

Importantly, there’s no outrage bait here. No exaggerated empowerment slogans. No lazy stereotypes. Just a clean, culturally aware narrative that understands its audience and the sensitivities of representation.

In an era where brand campaigns often oscillate between performative feminism and regressive nostalgia, Palmonas chooses nuance. And that’s precisely why this campaign works.

Sometimes, good marketing isn’t about being loud.
It’s about being thoughtful.