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1 has roped in actor Rajkummar for promoting the brand. Launched in 2012 by Prabhkiran Singh, has become the fastest growing youth brand, and is backed by marquee investors like IvyCap and InvestCorp.

The company sells 20,000 units of apparels and accessories a day and has a customer base of over 10 million, a release said.

The marketing campaign will see Rajkummar flaunting a range of quirky tees from Bewakoof.

Bewakoof Co-founder and CEO Prabhkiran Singh 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 Rajummar on board felt like the most obvious and a natural choice. As we have rolled out the campaign, our customers are excited to see the actor they love wearing their favourite brand. You will see more such celebrities joining our Bewakoof gang,” he added.

Bewakoof with a fan base of over 6 million across its social media platforms is popular for engaging with its customers through topical memes.

Rajkummar Rao talking about his association with the brand says, “I am delighted to be associated with Bewakoof. Since its launch, Bewakoof has managed to create its own distinctive space in online shopping in India and I am happy to be associated with a brand as unique and special as Bewakoof.” is a D2C fashion brand built on social media, with content marketing being a key growth strategy. The brand 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 casual-wear 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.

Bewakoof is backed by Institutional Investors like Ivycap, Investcorp, Uniqorn Ventures, Pratithi Trust, and Angels like Kunal, Rohit and Kaushal Aggarwal.

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