Fashion brand Bewakoof from TMRW has picked actor Ishan Khatter as its brand ambassador following a poll among its Instagram community of 1.7 mn.
After researching factors shaping consumer fashion choices, it has launched an integrated, digital-first brand campaign featuring him.
The campaign features Khatter on a bus. His Black Panther T-shirt catches the attention of a young woman passenger. Khatter notices this but is caught in a dilemma of whether or not to engage with her. This is captured through a split screen. On one half of the screen, Khatter is seen doing nothing to engage her. On the other, he decides to take a step forward. He strikes a Wakanda Forever pose with his arms crossed, which makes the girl break into laughter and also offer him the seat next to her. A super says, ‘We get you the spotlight. You steal the show.’ The brand signs off with the message, ‘All eyes on you’.
Prabhkiran Singh, Founder, Bewakoof, said, “As a brand built for the youth and the young-at-heart, Bewakoof have always had an edge when it comes to understanding our consumers’ preference. We have always designed with an aim of capturing the trendy, cool and high-resonance topics of the times. However, with the evolving needs of the Gen Z-alphas we had to take the game a notch higher. Born in an overtly tech-enabled and connected world, this generation finds it difficult to form real-life camaraderie. And that’s where Bewakoof steps in! Our clothing helps put a face to your cool quotient through the extensive range of expression-wear designed to be the voice of the time and the pop-culture. And just like that your Captain America T-shirt can put you on the spotlight for an Ironman wielding one or a Dwight Schrute quote doing the same for a Dunder Mifflin fan! It is important to note that Bewakoof assumes the role of the ice-breaker only, letting consumers decide the next steps! Hence – All Eyes on You!”
“A Gen Z-alpha himself, he has beautifully portrayed the sentiment we wanted the film to showcase. I am sure it’ll find a strong resonance with the consumers,” he added.
Prashanth Aluru, CEO and Co-founder, TMRW, said, “Bewakoof has successfully emerged as a Gen Z favorite with great products, superlative shopping and post-purchase experience. It has been the OG as far as expression-wear is concerned in the country. While the expression language has changed for the youth over the years, Bewakoof has continued to remain at the forefront of this transition. In the current tech-centric world, Bewakoof has enabled youth to connect with the world around them by sparking conversations focussed on the design language. With this campaign we intend to strengthen our connection with Gen Z across the country. We also welcome Ishan to the Bewakoof X TMRW team and look forward to a great partnership.”
Khatter said, “It was great teaming up with the young, high-energy team at Bewakoof. This is my first time working with a fun, cool expression-wear brand and the campaign was everything I thought it would be! Here’s hoping the consumers will enjoy the film as much as I did working on it. Wishing the team at Bewakoof all the best and looking forward to doing more such interesting work in the future.”
The campaign went live across the Bewakoof app, web, social media and external digital platforms on November 10, 2023.
Sooraj Pillai, Group Creative Director, DDB Mudra, said, “In a world focused on appearances, Bewakoof brand goes beyond just looking cool. We aim to highlight the deeper connections formed through second impressions, where actions speak louder than clothes. The ‘All Eyes on You’ campaign embodies this philosophy, redefining the brand’s unique identity in an otherwise crowded category.”
Brand: Abhimanyu Mishra, Raghuvar Seth, Diya Tongbram, Ankita Banerjee, Pratik Shetty
Creative (Agency): Nitin Pradhan, Sooraj Pillai, Rohini Bothra, Darineh Zal, Smit Jadhav
Business (Agency): Shweta Goyal, Shruthi Shetty
Strategy (Agency): Menaka Menon, Skandaram Vasudevan, Paakhi Jhamb
Production House: Fatfree Production
Director (Film): Shiv Parameshwaran
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