Mumbai: The Indian D2C market is dominated by Gen Z. They can and are fueling quick growth once marketers can crack the code to connect with this customer group. That is, however, easier said than done. Bewakoof, a TMRW brand, seems to have cracked this code! Fashionable, authentic & relevant, Bewakoof’s clothing has successfully provided an expression to the zeitgeist, since inception. Designed for young consumers, their products are high on self-expression that enables connection between like-minded individuals. However, with the evolving consumer preference, they needed to take their brand purpose a notch higher and establish a robust communication with their consumer cohort, in their language! To achieve this, they had brought together a winning duo- Bollywood star Ishaan Khatter and a fresh brand campaign All Eyes on You!
While crafting this campaign, the BewakoofXTMRW team broke all the proverbial glass ceilings when it came to choosing the right face for the brand. The brand adopted a consumer-first approach running a poll with their 1.7 mn strong Instagram community to find the brand ambassador. Ishaan Khatter emerged as a top choice. They also used their nuanced consumer understanding and market intel to conduct research on what are the factors shaping the consumers’ fashion choices. All of this came together to create an integrated, digital-first brand campaign.
Bewakoof founder Prabhkiran Singh said, “As a brand built for the youth and the young-at-heart, Bewakoof have always had an edge when it comes to understanding our consumers’ preference. We have always designed with an aim of capturing the trendy, cool & high-resonance topics of the times. However, with the evolving needs of the Gen Z-alphas we had to take the game a notch higher. Born in an overtly tech-enabled & connected world, this generation finds it difficult to form real-life camaraderie. And that’s where Bewakoof steps in! Our clothing helps put a face to your cool quotient through the extensive range of expression-wear designed to be the voice of the time & the pop-culture. And just like that your Captain America t-shirt can put you on the spotlight for an Ironman wielding one or a Dwight Schrute quote doing the same for a Dunder Mifflin fan! It is important to note that Bewakoof assumes the role of the ice-breaker only, letting consumers decide the next steps! Hence- All Eyes on You!
The current brand film tells this story through a very interesting split-screen technique. The choice to go with Ishaan Khatter also emerged from our online community deep-dives. A Gen Z-alpha himself, he has beautifully portrayed the sentiment we wanted the film to showcase. I am sure it’ll find a strong resonance with the consumers.”
The 360-deg digital-first campaign takes the dilemma of a tech-savvy generation around forming real-life connections and weaves a relatable and compelling story. The film features Pippa star Ishaan Khatter in a crowded bus wearing a Black Panther Bewakoof tee-shirt that catches the attention of a fellow female commuter. With the tee having already sparked a connection, Ishan has two choices- ignore or go ahead & take the connection forward. The screen splits showing both possibilities & how it ends with all eyes being on the protagonist.
Commenting on the latest campaign, TMRW CEO & co-founder Prashanth Aluru said, “Bewakoof has successfully emerged as a GenZ favorite with great products, superlative shopping and post-purchase experience. It has been the OG as far as expression-wear is concerned in the country. While the expression language has changed for the youth over the years, Bewakoof has continued to remain at the forefront of this transition. In the current tech-centric world, Bewakoof has enabled youth to connect with the world around them by sparking conversations focussed on the design language. With this campaign we intend to strengthen our connection with Gen Z across the country. We also welcome Ishan to the Bewakoof X TMRW team and look forward to a great partnership.”
Sharing his experience of working on the campaign, Khatter said, “It was great teaming up with the young, high-energy team at Bewakoof. This is my first time working with a fun, cool expression-wear brand and the campaign was everything I thought it would be! Here’s hoping the consumers will enjoy the film as much as I did working on it. Wishing the team at Bewakoof all the best and looking forward to doing more such interesting work in the future.”
The campaign was shot & conceptualised by DDB Mudra & it went LIVE across the Bewakoof app, web, social media and external digital platforms on 10 Nov 2023.
Commenting on the campaign DDB Mudra group creative director Sooraj Pillai said, “In a world focused on appearances, Bewakoof brand goes beyond just looking cool. We aim to highlight the deeper connections formed through second impressions, where actions speak louder than clothes. The "All Eyes on You" campaign embodies this philosophy, redefining the brand's unique identity in an otherwise crowded category.”
