Bewakoof enlisted actor Ishaan Khatter as the face of its latest brand campaign, 'All Eyes on You!'.

On the collaboration, Prabhkiran Singh, Founder, Bewakoof commented, “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 the 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." 

He further adds, "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 digital-first campaign addresses the dilemma faced by a tech-savvy generation regarding establishing real-life connections, presenting a relatable and captivating narrative. 

Commenting on the latest campaign, Prashanth Aluru, CEO & Co-founder, TMRW said, “Bewakoof has successfully emerged as a GenZ favourite 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.”

The film unfolds in a crowded bus where Khatter, adorned in a Black Panther Bewakoof tee-shirt, captures the interest of a fellow female commuter. Fueled by the tee's ability to spark a connection, Khatter is confronted with two choices, to either overlook the connection or to proceed and cultivate it. The screen divides to showcase both possibilities, culminating in all eyes being on the protagonist.

Sharing his experience of working on the campaign, Ishaan Khatter, actor & brand ambassador, Bewakoof 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, conceptualised and shot by DDB Mudra, was launched on November 10, 2023, across various platforms including the app, web, social media, and external digital channels.

Commenting on the campaign Sooraj Pillai, Group Creative Director, DDB Mudra 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.”