In a move that feels less like a brand partnership and more like a natural alignment of personalities, popular youth fashion brand Bewakoof has roped in Rashmika Mandanna as its new brand ambassador. The announcement came via a heartfelt LinkedIn post by the Bewakoof CEO, Prabhkiran Singh, who described Rashmika as “effortlessly charming” and “genuinely grounded”, qualities that he says make her an ideal fit for the brand.
Bewakoof CEO’S Candid Post
“No drama. No frills. Just Rashmika being Rashmika,” Singh wrote, echoing the easy-going, relatable aesthetic that Bewakoof has long championed.
A Star Who Doesn’t Act Like One
Rashmika Mandanna, often dubbed the “National Crush,” is known not only for her on-screen energy and expressive performances but also for her warm, goofy, and grounded off-screen persona. Singh’s post paints a picture of a star who isn’t caught up in the glitz of stardom but is someone you could bump into at a college fest, on a train journey, or even at your neighborhood cafe, smiling at your dog.
For Bewakoof, a brand that thrives on relatability, quirky expression, and desi-cool vibes, this duality appears to have sealed the deal. As a reflection of Gen Z and young millennials’ mindset, the brand has consistently positioned itself as youth-centric, anti-pretentious, and playfully rebellious.
More Than a Face: A Cultural Fit
The endorsement isn’t just transactional, according to industry insiders. It’s about building community and resonance.
“Rashmika has that rare quality, she’s aspirational without being intimidating,” said a senior brand strategist who has worked with multiple celebrity endorsements. “She’s not just another face on a hoarding; she feels like someone who’d wear a Bewakoof T-shirt and post a selfie about it without the brand asking.”
Singh’s post supports this, emphasizing her authenticity, her connection to everyday India, and her ability to traverse blockbuster films and Instagram reels with equal ease.
“She’s the kind of person who could seamlessly be your college buddy, a co-passenger on a long train journey, or the stranger smiling warmly at your dog on the street,” Singh said.
The Right Pick in a Crowded Endorsement Game
With a rising number of D2C (Direct-to-Consumer) brands turning to celebrity endorsements, Bewakoof’s pick of Rashmika is being hailed as both strategic and emotionally intelligent.
Rashmika, who has successfully bridged Southern cinema and Bollywood with hits like Pushpa, Goodbye, and Animal, also commands an impressive social media following, over 40 million on Instagram alone. Her online presence is casual and intimate, often breaking the celebrity-fan barrier with behind-the-scenes reels, dancing bloopers, and puppy love posts.
For Bewakoof, whose core DNA revolves around unfiltered expression and the “be yourself” ethos, Rashmika is a seamless extension of the brand philosophy.
A New Chapter for Bewakoof
This announcement marks a new phase in Bewakoof’s brand evolution. Founded in 2012, the homegrown fashion label has built its identity on quirky slogans, bold prints, and mass affordability, becoming a staple in college closets across India. In recent years, the company has diversified into casual wear, collaborations, and a stronger digital presence, often backed by tongue-in-cheek content and meme marketing.
The partnership with Rashmika signals not just a celebrity alignment but possibly larger plans, limited-edition drops, social media campaigns, and hyperlocal branding.
Social Media Buzz and Brand Love
The post by Singh is already generating traction across platforms, with fans and customers flooding the comments with heart emojis and “perfect match” reactions.
One user wrote, “Rashmika and Bewakoof = such a natural fit”
Another remarked, “Rashmika as the face of Bewakoof is such an intriguing choice, Prabhkiran! How did you envision the synergy between her personality and the brand’s ethos? This collaboration feels like a masterstroke in authentic branding. Would love to hear more about how this partnership came about.”
What’s Next?
Given Rashmika’s deep social media engagement and the brand’s content-savvy team, the partnership is likely to unfold as a storytelling-led series rather than a one-off shoot.
As D2C brands compete for deeper customer connection in an attention-deficit world, Bewakoof seems to have chosen not just a celebrity, but a human brand, one that smiles back, dances off-beat, and stays real.
And in an increasingly noisy market, that kind of honesty may be just the edge they need.
