The fashion D2C brand, Bewakoof has signed Sidharth Malhotra and Fatima Sana Shaikh to promote the brand across its digital platforms. Both the actors will be seen in the Bewakoof collection in a digital campaign that went live yesterday. The theme of the campaign is “Never Change”.
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The campaign includes two brand films where Sidharth’s Shershah co-actor Sahil Vaid will also be seen. The ad films will reveal the ‘always fun side’ of the three actors who are seen cracking jokes on each other and showing their mischievous side.
Bewakoof has introduced its new tagline, ‘Ho Bewakoof toh stay Bewakoof -- Never Change’. The idea stems from Bewakoof’s brand persona, which stands for expressing yourself freely without any inhibitions.
Prabhkiran Singh, Founder CEO, Bewakoof, said, “We are the market leaders in the fashion industry and have built our business without any godfathers. When we thought of rolling out our new campaign centred around Never Change, Sid and Fatima were our obvious choice because, as a brand, we identify with them. In our early days, we were ridiculed for our brand name, business model but we didn't change nor did we give up. As a brand, we see these disruptive qualities in both Sid and Fatima.”
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