Bewakoof, a brand under TMRW, has made a significant move in the fashion industry by partnering with Rashmika Mandanna. The acclaimed actor is set to become the face of Bewakoof’s diverse women’s collection, which includes t-shirts, shirts, hoodies, joggers, and a variety of other fashion apparel and accessories.
Community-Driven Brand Ambassador Selection
In a unique approach to selecting their brand ambassador, Bewakoof turned to its robust Instagram community of 1.7 million followers. Through a social media poll, the brand engaged directly with its audience, culminating in the selection of Mandanna as the representative of its women’s line.
Prabhkiran Singh’s Vision for Bewakoof
Prabhkiran Singh, the Founder of Bewakoof, shared his insights on the collaboration. “Our brand is known for its fashion-forward and design-centric apparel. We’ve successfully established ourselves in the men’s wear category and are now poised to strengthen our presence in women’s casual and expression-wear. Partnering with Rashmika Mandanna aligns perfectly with our vision. She’s not just a face for Bewakoof but embodies the aspirational, experimental brand image we aspire to. Her fashion sense and relatability are key to our strategy of winning over our consumers’ hearts and wardrobes,” Singh stated.
Prashanth Aluru on Targeting the New Age Consumer
Prashanth Aluru, CEO & Co-founder of TMRW, commented on the partnership’s strategic importance. “Aligned with our Founder-first ethos, we identified the opportunity to scale Bewakoof in the Gen-Z and Millennial women’s segment. Rashmika Mandanna, with her immediate emotional connect and contemporary style, is the ideal partner for us. We aim to set new benchmarks in women’s wardrobe choices with this collaboration,” Aluru explained.
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Rashmika Mandanna’s Enthusiasm for the Collaboration
Expressing her excitement, Rashmika Mandanna, the new face of Bewakoof, shared, “Working with a team brimming with brilliant ideas is always exhilarating! I instantly connected with the high-energy, colorful, and bubbly theme of the collection. I’m looking forward to co-creating fun fashion with the brand.”
