CE DESK 
Malaika Arora stars in Invogue’s Instagram-first shapewear ad, “arrested” for traffic jams and paparazzi chaos—revealing her confidence secret.
Bollywood fitness icon Malaika Arora stars in Invogue’s bold, Instagram-first shapewear campaign, playfully “arrested” at a police station for looking too good. The cinematic film flips societal obsession: officers charge her with Sea Link traffic jams and paparazzi frenzy. Malaika refutes, dramatically revealing her “crime”—hiding India’s highest-compression shapewear secret.
Founded as a “love letter to confidence” by Maadhav, Invogue pioneered shapewear for Indian bodies. Co-founder Ragini expanded it women-first. Malaika embodies strength: “Confidence is the most powerful thing a woman can wear… Invogue makes you feel strong, comfortable, unapologetically yourself.”
Ragini Saxena, Co-Founder at Invogue said, “When I came on board, the vision expanded from a love letter to one woman into a love letter to all women. Shapewear is deeply personal – it’s about how you feel in your own skin. Collaborating with Malaika felt meaningful because she represents strength, consistency, and confidence on her own terms. Her association amplifies our mission to make every woman feel invincible. It reflects what Invogue stands for today – deeply understanding women and designing shapewear that truly supports them.’’
The ad celebrates messy indulgence over perfection, aligning Gen Z’s body-positive ethos. Available in 40K+ outlets, Invogue’s fit-performance edge outpaces rivals in $28B market.
Campaign drops amid shapewear boom (20% CAGR), leveraging Reels virality. Malaika’s paparazzi narrative humanizes scrutiny, positioning Invogue as enabler, not accessory.
Maadhav Saxena, Founder at Invogue said, “Invogue didn’t start as a business; it started as a love letter to confidence, written for someone I loved. What began as a personal intention soon revealed a massive gap in the Indian market: shapewear that actually works for Indian bodies. Over the years, that intent has remained unchanged: to deliver real compression, real fit, and real confidence. Seeing this journey evolve into a brand trusted by Malaika Arora is a testament to our obsession with quality and performance. This collaboration captures how far we’ve come, while staying rooted in why we started.’’
This collaboration marks cultural milestone, blending celebrity with authentic storytelling for loyalty beyond endorsement.
