India’s leading D2C fashion brand Bewakoof.com staying true to its purpose of hatke (different) announces Peppy Pink as the colour of the month. Colour of the month is a property, which was launched 18 months ago, in tandem with the global trend of colour forecasting.
Peppy Pink inspired range is now live and the company expects to sell half a million units within 72 hours of the launch.
In a statement, the Mumbai-based company informed that film actress Sanya Malhotra, who recently came on-board to promote the brand, will be seen in the colour of the month fashion apparels by Bewakoof.
A 360 degree marketing campaign to promote colour of the month has been rolled out, which will see Sanya in different avatars across all digital platforms.
Colour of the month is announced on the 1st of every month with an entire range of products in colour. The products are offered at very cost effective price from 1st to 3rd of the month.
Bewakoof, which has pioneered in bringing this international trend to India over a year back, has seen it grow into a cult where customers have been queuing up virtually to book the products in their favourite colours.
Prabhkiran Singh, Founder and CEO of the company, says, “Internationally forecasting colour is a multi-billion dollar industry as colour is one of the most important ingredients of the fashion industry. We have attempted to take it to the next level by bringing a new colour every month, which is in line with the international flavour by using AI in predicting the right colour. With Sanya on-board, we are going all out with an aggressive campaign in the works as we feel colour of the month is now one of our most awaited initiatives every month.”
Amit Mahajan, Design Head of the company says, “We chose Peppy Pink for September as seasons begin to change and we thought of choosing a colour, which can immediately lift our spirits and make us feel empowered to take on any challenge thrown at us. Peppy Pink can be paired with dark, light and whites giving it a quality to stand out and still not be in your face.”