Sidharth Malhotra and Fatima Sana Shaikh star in the Bewakoof ad

11 November 2021, Mumbai:

Bewakoof, a direct-to-consumer (D2C) apparel business, has hired Bollywood celebrities Sidharth Malhotra and Fatima Sana Shaikh for the 'Never Change' digital campaign.

The stars will be seen promoting the brand's current collection across digital platforms in the ad. "We are the market leaders in the fashion sector and have created our firm without any godfathers," said Prabhkiran Singh, founder and CEO of Bewakoof, in a statement.

Sid and Fatima were the first people that sprang to mind when we were thinking about launching our new Never Change campaign since we relate with them as a brand.

We were mocked for our brand name and business concept in the beginning, but we didn't alter or give up. We see these disruptive elements in both Sid and Fatima as a brand."

"Bewakoof offers uber-cool outfits that you can easily add to your wardrobe," Sidharth Malhotra remarked. It was a great partnership with a welcoming masti atmosphere thanks to their eccentric attire."

"Bewakoof's experience has been identical to mine," Fatima remarked of her relationship with Bewakoof. This piqued my interest in connecting with the brand since I recognised myself in the vocabulary, language, and aesthetic that they advocate."

Bewakoof, founded by Prabhkiran Singh in 2012, claims to have a customer base of about 10 million people.

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