Rajkummar Rao to star in Hindi remake of Telugu thriller 'HIT'.. Image Source: IANS

June 11 : Rajkummar Rao has been roped in as the brand ambassador for Bewakoof.  The website of the apparel brand says, “Our story starts with the name Bewakoof. Society perceives Bewakoof as stupid. But...these are the people who have changed the world and made it a better place.” The clothing brand found Rajkummar Rao as a unique actor winning hearts of the people with his varied roles, be it on big screen or on the digital space.

This uniqueness of the actor creates a synergy with the brand.

The direct-to-consumer (D2C) fashion brand Bewakoof announced the appointment of Rajkummar as its brand ambassador today. The actor will promote the brand across digital and social media platforms through campaigns and promotional activities.

In a statement, Bewakoof said the Stree actor’s appeal which cuts across geographical boundaries will help promote the brand to wider consumer base. The actor has played various characters with elan—be it serious roles in Newton and Shahid to horror comedies like Stree and Roohi. The first brand marketing campaign of the apparel brand features the actor dressed in colourful Bewakoof tees.

Prabhkiran Singh, co-founder CEO, Bewakoof, said, “When we started looking for a celebrity for promoting our brand, we wanted someone who not only personifies our brand ethos but is also our perfect customer. Rajkummar has wowed us with his stellar performances and unique choices. Thus, getting him on board felt like the most obvious and a natural choice...You will see more such celebrities joining our Bewakoof gang."

Launched in 2012, Bewakoof offers casual wear and has recently launched indo-fusion ethnic and sleepwear. It has collaborated with Marvel, DC Comics, Looney Tunes, Star Wars, F.R.I.E.N.D.S, and Disney for designs. 

Meanwhile, on the work front, Rajkummar Rao was last seen in back to back two hits films--The White Tiger and Roohi. He has completed shooting for his forthcoming film Badhaai Do with Bhumi Pednekar. The film is a sequel to the 2018 comedy drama Badhaai Ho. Rao will soon begin work for the Hindi remake of the 2020 Telugu thriller HIT: The First Case.

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