Bewakoof.com has rolled out a campaign featuring actor Sanya Malhotra. Conceptualised by the brand's in-house team, the film encourages people to get off their normal routine and do something ‘hatke’ (out of the box).
The film opens up with Malhotra having a break up with her pizza. She then gets into a yoga position and smiles saying ‘Ab thodi bewakoofi banti hai’ (this calls for being a little silly).
Prabhkiran Singh, co-founder CEO, Bewakoof, says, As a brand, we have carved a space in the minds and hearts of the millennials with our fashion range of apparel, backpacks, flip flops and mobile covers. We understand our customers well, feel the solutions they need for different occasions, are a vehicle for their expression, speak their language tone and tenor. We get them. We recently launched a digital marketing campaign with Rajkummar Rao and our customers gave it a big thumbs up. Sanya brings out our brand ethos as her journey is inspiring and her achievements are extraordinary. She is hatke apun jaisa (brilliant like us). Bewakoof wants to connect with and via celebrities who are fearless and unapologetic about their choices. For our brand, Sanya is the perfect representation of what Bewakoof is.”
The campaign will see the actress promote a series of digital videos on the brand's digital platforms.
Production house: All In All Productions
Director: Edwin Quadros
Producer: Karan Kirar
Production designer: Sandeep Ravade
DOP: Siddhant Sinha