One of the India’s largest direct-to-consumer (D2C) youth fashion brands Bewakoof is continuously growing on marketing front. It is focusing on association with film stars, besides adding new product categories.
Excel Entertainment and Bewakoof have come together to launch a range of Toofaan fashion apparels exclusively on Bewakoof.com.
The brand, founded in 2012, and one of the most talented actors in Indian film industry Farhan Akthar have come together to stir up Toofaan. Farhan is gearing up for direct2digital release of Toofaan.
Both Farhan and Brand Bewakoof represent independent and fearless choices. Both the brands are built on their own terms and identify with the same philosophy of being hatke fearless. The synergy between both the brands is the reason for this unique collaboration.
Farhan Akthar, Actor, says, “The connection between the movie Toofaan and what Bewakoof represents is a compelling association and we are happy to be a part of the Bewakoof gang.”
Prabhkiran Singh, Founder CEO, Bewakoof, says, “Our brand stands for expressions which are a reflection of our youth and their mindset. We identify with Farhan and his journey of making fearless choices and be a hatke actor just like us. Toofaan is the fight of the underdog. Bewakoof has always been ‘Vocal for Local’ and giving unique and thoughtful Indian choices to Indians. Two hatke brands coming together to launch an exclusive collection is bound to be a Toofaani mix and we are confident that our customers would show their love in abundance.”
It is also pertinent to mention here that recently the brand onboarded actors Rajkummar Rao and Sanya Malhotra for new campaigns. Apart from this, the brand recently launched beauty and personal care brand Cosmos.
The brand currently sales Rs. 300 crore, and is targeting turnover of Rs. 2,000 crore by FY24.