Bewakoof has appointed Bollywood actor Ishaan Khatter as its brand ambassador and has launched a new “All eyes on you” campaign with him.

Bewakoof took to Instagram to share the news of Khatter’s new appointment with the caption, “Exclusive: Bewakoof X Ishaan Khatter.”


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Conceptualized and shot by DDB Mudra, this new film takes the struggle of our tech-savvy generation around real-life human connections and creates a relatable, poignant and captivating story. The film features Ishaan Khatter in a crowded bus wearing a Black Panther Bewakoof tee shirt that catches the attention of a fellow female commuter. Ishaan has two choices: ignore her or go ahead and take the connection forward. The screen then splits, showing both possibilities and how it ends with all eyes being on the protagonist.

Bewakoof’s partnership with Ishaan Khatter is both apt and beneficial to them. As a young actor and a star kid, he embodies the high energy of Gen-Z and will thus be far more relatable to Bewakoof’s chief audience.

Says Prabhkiran Singh, Founder, Bewakoof, “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.”

Bewakoof evidently aims to maximize its potential viewers. They have planned a 360-degree digital campaign that went LIVE across the Bewakoof app, web, social media and external digital platforms on 10th November 2023.