Bewakoof, a D2C fashion brand, has rolled out a digital campaign in association with Sidharth Malhotra and Fatima Sana Shaikh. The campaign aims to promote its collection with the central theme of embracing one's uniqueness.
Conceptualised by Spring Marketing Capital, the film shows the duo watching a cricket match with a common friend. At the beginning of the film, the team they are supporting is losing which leads to the common friend losing interest in the match. However, as soon as he gets up and struggles to put on his hoodie, his team hits a six, and his hoodie gets stuck mid-way. Malhotra and Shaikh, take this absurd coincidence as a lucky charm and embrace the craziness by persuading the friend to stay in that position, as their winning cricket team continues to hit more sixes.
With the film, the brand has introduced their new tagline ‘Ho Bewakoof toh stay Bewakoof -Never Change’ ( If you are an idiot, stay an idiot).
Prabhkiran Singh, founder, CEO, Bewakoof, says, “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.”
Creative agency: Spring Marketing Capital
Team at Bewakoof: Abhimanyu Mishra, head of marketing
Celebrity agency: Collective Artists Network
Production house: Fanboy Studios
Director: Subodh Menon
Executive producer: Smita Padmanabhan