India-based undergarment manufacturer Rupa and Company has roped in Bollywood actress Anushka Sharma Kohli for their leggings brand, Softline, in a bid to cash in on the star power.
The women’s wear brand has always been looking to push the boundaries with regards to innovation, uniqueness and comfort. Their collection of high-end leggings boasts to provide comfort and style. Their key consumer bracket is young females and that is what propelled the brand to make the Bollywood actress, the face of their product.
The company also announced a new campaign; ‘Effortless you’ for Softline, as it resonates with the brand’s overall customer psyche.
Vikash Agarwal, President & Brand Director, Rupa & Company Limited, elucidated on the development, “Softline being a premium leggings brand, provides revolutionary fabric and colour mixture that makes it a unique choice for customers, which no other competition offers.”
“The new philosophy ‘Effortless you’ fits perfectly with the label and we are excited to have Anushka Sharma on board who resembles this motto. She has an emotional connect with the TG and fits perfectly with our new positioning,” Vikash added.
Notably, the brand has confirmed that Anushka will only endorse leggings for the brand, as the company also stocks innerwear and activewear.
On her appointment as the brand ambassador, Anushka Sharma shared “I am happy to be associated with Softline Leggings as it connects with young adults who want to be at ease in whatever they do or wear. The brand is focussed towards its customer base and offers varied designs that are modern and cool.”
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