Bewakoof launches campaign with Sidharth Malhotra, Fatima Sana Shaikh

By

Maverick Martins

Published
Nov 11, 2021

Direct-to-consumer (D2C) fashion brand Bewakoof has signed Bollywood actors Sidharth Malhotra and Fatima Sana Shaikh for a digital campaign ‘Never Change’.
 

In the campaign, the actors will be seen promoting the brand’s latest collection across its digital platforms.
 
Commenting on the association, Prabhkiran Singh, founder and CEO of Bewakoof, in a statement said: “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 centered 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.”

Sidharth Malhotra added: “Bewakoof has uber-cool clothes which you can easily add to your wardrobe. It was a fun collaboration & friendly masti vibe wearing their quirky outfits.”
 
Commenting on her engagement with Bewakoof, Fatima said: “Bewakoof’s journey has been similar to mine. This got me interested in associating with the brand as I could identify with the expressions, language, and styling they promote.”
 
Launched in 2012 by Prabhkiran Singh, Bewakoof claims to have a customer base of around 10 million.