NowYouKnow appoints Anushka Sen as brand ambassador

NowYouKnow, a social-driven travel and food recommendation platform, has named actor, singer, and digital creator Anushka Sen as its brand ambassador.

Speaking about the collaboration, Anushka Sen said, “Travel and food have always been deeply personal for me, they’re tied to memories, emotions and moments I want to revisit. My friends and I are constantly exchanging recommendations, saving places, and making mental lists, but they usually end up scattered across chats and notes. When I learnt of NowYouKnow, it immediately felt intuitive, private and thoughtfully designed around people whose choices I would want to genuinely trust and it’s a community driven idea. I value authenticity deeply, especially online, and NYK reflects that belief by making discovery feel real, intentional and human again. It’s a platform that understands how this generation actually explores, through shared experiences, honest opinions and personal taste, and that’s what truly resonated with me”.

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Krishna Shivdasani, Co-Founder and CEO, added, “Choice is personal. A recommendation only matters when you understand the person behind it. Anushka’s digital presence is built on sincerity and genuine experiences, values that define NYK. India is too diverse to capture a rating of a place in a single aggregated score. Young India recognises honesty, and Anushka embodies it.”

Founded in 2023 by siblings Krishna and Pia Shivdasani, NYK wants to change how young Indians discover places by focusing on trusted recommendations from friends and a selected group of creators that users choose to follow.

This partnership comes at a time when people are looking for more authentic online content. Many users are tired of staged posts and algorithm-based ratings, and are turning to recommendations based on real experiences and personal taste. Anushka Sen’s travel and food content fits well with this trend, as her audience values her genuine experiences—from visiting cafés in Seoul and European cities to enjoying India’s street food.

Anushka’s habit of saving places, making personal lists, and sharing recommendations with friends reflects how people naturally plan and discover today. NYK brings this behaviour together on one easy-to-use platform. Beyond being a brand ambassador, Anushka has also taken an equity stake in the company, showing her long-term confidence in NYK’s vision of building trust in discovery.

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