EditorMumbai: Superdry has announced a partnership with Bollywood actor and style icon, Karthik Aaryan. The campaign titled ‘YOU GOT THIS’, takes inspiration from anime animation to channel the consumers’ inner super-self. The photoshoot and film will run alongside a dedicated microsite, created as an extension of Superdry.in, to showcase key styles that are available to buy on the website and to further engage with the target audience.
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Kartik Aaryan will act as a Superdry ambassador to represent the brand in India, speaking to younger consumers within this market and helping to target an audience of a younger demographic within the Gen-Z community.
Superdry founder and CEO, Julian Dunkerton, says of the partnership, “We are delighted to have Kartik Aaryan on board as our newest brand ambassador for India. Kartik’s style and wide fan base speak to the Gen-Z consumer that we are targeting with this campaign. Kartik’s reach within the Indian market is incredible, with a massive 27M followers on Instagram, he has a real connection with young people in India. As a global brand, we need to associate ourselves with talent who embody the brand values we stand for, which Kartik does for this market. I’m excited to see how this partnership progresses and to have Kartik as part of the Superdry family”.
Speaking on his new brand ambassador role with Superdry, Bollywood superstar, Kartik Aaryan, said to The Balcony Stories, “I am so excited to kick off this partnership with my favourite fashion brand. Superdry is a part of my everyday wardrobe. The brand strikes a perfect balance of being bold, stylish, and adventurous, something that I resonate with the most. My vibe is vibrant yet relaxed, which is expertly reflected in the brand’s offering. I can’t wait for all of the exciting things in store for us”.
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As a brand with a broad customer base, it’s important to incorporate unique experiences into the audience our campaigns are aimed at. The newly launched ‘YOU GOT THIS’ campaign was curated on the concept of everyone having a ‘super’ side to themselves, with an accompanying tagline that reassures and encourages the consumer to be confident in their ability to be a ‘super’ individual.
The new collection featuring Kartik as the face-of offers an array of Superdry signature styles, including biker and puffer jackets, statement hoodies, stylish tees, and polo shirts, as well as a wide range of denim. Launching an exclusive collection of trend-led jeans and shirts that will give the wearer a new everyday addition to their Superdry wardrobe.
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Meghana Harikumar
Ranjani Govind
