India's largest D2C youth fashion brand Bewakoof and one of the most talented actors in the Indian film industry Farhan Akthar have come together to stir up Toofaan. Farhan, who has always got much-deserved love and respect from his peers and the audience by playing relatable and layered characters in films like Rock On, The Sky is Pink, Bhaag Milkha Bhaag is gearing up for the #direct2digital release of Toofaan.
Excel Entertainment and Bewakoof have come together to launch a range of Toofaan fashion apparel exclusively on Bewakoof.com.
Both Farhan and Brand Bewakoof represent independent and fearless choices. Both the brands are built on their own terms and identify with the same philosophy of being hatke fearless. The synergy between both brands is the reason for this unique collaboration.
Farhan Akthar, the Actor, says, “Toofaan is a movie about a boxer who like a phoenix rises from ashes and is an ode to the indomitable human spirit. The connection between the movie and what Bewakoof represents is a compelling association and we are happy to be a part of the Bewakoof gang.”
Prabhkiran Singh, Founder CEO, Bewakoof, says, “Our brand stands for expressions which are a reflection of our youth and their mindset. We identify with Farhan and his journey of making fearless choices and be a hatke actor just like us. Toofaan is the fight of the underdog. Bewakoof has always been Vocal for Locals and giving unique and thoughtful Indian choices to Indians. Two hatke brands coming together to launch an exclusive collection is bound to be a Toofaani mix and we are confident that our customers would show their love in abundance.”
Check out Farhan speaking about the collection here:
Bewakoof.com, founded in 2012, is a D2C fashion brand built on social media, with content marketing being a key growth strategy. The brand’s philosophy is to add lightheartedness to life through its self-expressive products and fun shopping experiences.
The expressions the brand enables on products are relatable and Indian in nature including prints in regional languages (Hindi, Marathi, Bengali, Telugu, Gujarati, etc). As the smaller towns of India have shifted online in the last 3 years, the USP of Indian Inspiration and regional languages have helped the brand grow.
The brand is popular for its offerings in casualwear and has recently launched indo-fusion ethnic and sleepwear. Along with a range of collaborations with Marvel, DC Comics, Looney Tunes, Star Wars, F.R.I.E.N.D.S, and Disney. The brand has 4.5 Million fans on Facebook and 1.5 Million followers on Instagram.