e-commerce
Carat Fresh Entertainment gets “Gunday” Merchandise on Bewakoof.com
MUMBAI: Dentsu Aegis Network’s Carat Fresh Entertainment, India’s leading agency that specializes in branded entertainment, has facilitated yet another successful association between one of the most awaited Bollywood movies of 2014, “Gunday” by Yash Raj Films and Bewakoof.com, India’s most creative and quirky youth brand as official fashion partner. Carat Fresh Entertainment has done successful integration for brands like Ultratech, Rupa, Jealous 21, Indigo Nation, Siyaram, Nimbuzz, Olympus etc and is a leading player in this field.
“We are increasing our base of Licensing to work with exciting and young companies like Bewakoof.com from Yash Raj Films stated”, Rohit Sobti , VP – Licensing & Merchandising
Visit the following link to check the Bewakoof.com Merchandize:
http://youtu.be/E-776nEno38
Says Prabhkiran Singh, Cofounder – Bewakoof.com, “Associating with bollywood movies for merchandising is a branding exercise for Bewakoof.com<http://Bewakoof.com>. We are happy the way Carat Fresh Entertainment chalked out this unique integration by associating our brand with one of the prestigious studios – Yash Raj Films and their upcoming much awaited movie – “Gunday”. We have worked with almost all the production houses of Bollywood and have been the Exclusive merchandise partner for 6-7 Blockbusters movies so far. Apart from the merchandising partner that the movies get, they also get an opportunity to promote their movie through the massive following that Bewakoof.com<http://Bewakoof.com> has among youth in the country, which includes the 12.5 Lac Followers on Facebook and 4 Million Monthly Visits on www.bewakoof.com<http://www.bewakoof.com>”
Founded by IIT Bombay Alumni, Bewakoof.com is India’s most creative and quirky youth brand with a team of creative professionals have managed to bring forth an exciting range for “Gunday”. Inspired by the mood of the film which defines the characters “Bikram and Bala” as most loved, most celebrated, most reckless, most fearless and most powerful GUNDAY! Bewakoof.com will launch a trendy and stylish range of “Gunday collection” which consists of T Shirt Collection, hoodies, boxers etc.. This range will be only available at Bewakoof.com website at Rs 449 /-.
Commenting on the association Sidharth Ghosh – Vice President, Carat Fresh Integrated said, “Post successful brand integrations for other major studios, this is yet another feather in our cap. Carat Fresh Integrated is a thought leader and I am pleased to witness the confidence of our clients. We at Carat Fresh Integrated believe in seamless brand integrations and hence our process for identifying the right content is quite extensive. ”
The Dentsu Aegis Network India group comprises of Carat Fresh Integrated (Experiential marketing, Ruaral Marketing, PR), Vizeum, Posterscope (the global OOH sector leader), Brandscope, Hyperspace (Retail), Carat (the world’s largest independent media communications specialist), PSI (Airports), Doosra (Creative), Isobar (the global communications agency with digital at its heart) and iProspectCommunicate2 (the global leader in search and performance marketing) amongst others.
e-commerce
Amazon revives ‘Aur Dikhao’ with new integrated campaign
Targets everyday shopping with IPL, regional and digital-first strategy.
MUMBAI: If India loves asking for more, Amazon is more than happy to show it. Amazon India has rolled out a new chapter of its ‘Aur Dikhao’ platform, partnering with WPP to reposition itself as the go-to destination for everyday shopping, where choice, trend and value collide. The integrated campaign, led by WPP OpenDoor along with WPP Creative and WPP Production, is designed to shift perceptions around affordability while reinforcing the platform’s breadth of selection.
At its core is a simple behavioural truth: shoppers rarely stop at the first option. By turning the phrase ‘Aur Dikhao’ into a cultural and commerce cue, Amazon is attempting to tap into the joy of discovery particularly across high-frequency categories such as fashion, beauty, home and kitchen, and wireless accessories.
But this isn’t just a creative refresh, it’s a full-stack media and commerce play.
The campaign is heavily anchored around IPL 2026, where Amazon has secured prominent visibility across both linear and connected TV, including a co-powered sponsorship on CTV. It also integrates into match narratives through a branded segment, ‘Game Changing Moments Aur Dikhao’, ensuring the brand rides on high-attention moments rather than sitting on the sidelines.
Beyond cricket, the strategy stretches into emerging content formats. A ‘ShopTheScene’ approach embeds products within short-form storytelling, turning entertainment into a shoppable experience. Influencer-led content, timed with the IPL season, is expected to further amplify the idea of “option overload” in culturally relevant ways.
Regional depth is another key lever. The campaign has been localised across six languages Hindi, Tamil, Telugu, Kannada, Marathi and Bengali supported by on-ground activations, cinema and out-of-home partnerships in markets such as Maharashtra and Andhra Pradesh. The aim is clear: push relevance beyond metros into Tier 2 and Tier 3 audiences.
For Amazon, the ambition goes beyond awareness. The campaign is structured to create repeated touchpoints across consumer journeys, nudging new and infrequent users to turn to the platform for everyday purchases.
As e-commerce competition intensifies, ‘Aur Dikhao’ signals a strategic shift from being a place people visit occasionally, to one they instinctively return to. Because in the battle for daily habits, sometimes the winning move is simply to show more.
