UK-based clothing brand Superdry increases its focus on the Indian market the label has partnered with Bollywood actor Kartik Aaryan as its new brand ambassador for the country.
Superdry’s new face in India is Kartik Aaryan, the brand announced on Facebook. By partnering with Aaryan, the brand aims to connect with Gen Z shoppers across the country by harnessing Aaryan’s popularity both online and offline.
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.
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.
We are delighted to have Kartik Aaryan on board as our newest brand ambassador for India, said Superdry’s founder and CEO Julian Dunkerton, India Retailing reported. 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 27 million followers on Instagram he has a real connection with young people in India.
The new campaign starring Aaryan is inspired by Japanese anime with its fast pace and bold transitions. The campaign is designed to encourage people to get in touch with their inner super-self to empower them to feel like they “got this”.
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, said Dunkerton. “I’m excited to see how this partnership progresses and to have Kartik as part of the Superdry family.