Global Desi has rolled out a campaign Love, Bombay Festive ’26, with actor Vedika Pinto as brand ambassador. 

With this campaign, the Indian fashion brand aims to celebrate the connection between a city and the people who call it home. Seen through Pinto’s eyes, the campaign captures a Mumbai that is full of contrasts, culture and celebration, bringing the spirit of the city into the festive wardrobe. Born and brought up in Mumbai, she brings a personal connection to the city, offering a glimpse of its colourful streets, vibrant culture and festive spirit through her eyes, according to the brand.

At the heart of the campaign is Global Desi’s festive collection, designed for the season’s celebrations and special occasions.

Rooted in the city’s energy and character, Love, Bombay Festive ’26 seeks to capture Mumbai as it is: colourful, chaotic, cosmopolitan and completely unfiltered. Moving through the city’s familiar streets and unexpected corners, the campaign reflects the many ways Mumbai comes alive during the festive season. Through the actor’s perspective, it celebrates the people, places and everyday moments that make the city feel like home, while exploring a more personal and expressive approach to festive dressing, stated the brand. 

Anita Dongre, founder and designer, said, “At Global Desi, our approach to Indian fashion has always been about bringing together the familiar and the unexpected. With our Festive ’26 collection, we wanted to explore occasion dressing in a way that feels relevant to how women dress today — expressive, versatile and personal. Vedika embodies that sense of curiosity and spontaneity beautifully, bringing a wonderful freshness to the campaign.”