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Melange by Lifestyle signs Deepika Padukone as brand ambassador

MUMBAI: Lifestyle International has signed Bollywood actress Deepika Padukone as the brand ambassador for its ethnic wear brand – Melange by Lifestyle. Padukone will be the face of the brand going forward and will be featured in a new brand campaign scheduled to rollout later this month across outdoors, print, digital and in-store.

Padukone recently shot for the latest Spring Summer campaign for Lifestyle and will also be endorsing the brand for its Autumn Winter range. The campaign would be primarily run on print and digital reaching out to the primary audience of the brand which is 18-32 years old urban female.

Padukone the company adds perfectly embodies the values that a customer of Melange by Lifestyle connects to. An inspiration for many with her achievements and persona, Deepika represents modern, confident go-getter woman of today who is in touch with her Indian roots.

Melange by Lifestyle today is a Rs. 1 billion brand with a presence across 40 Lifestyle stores and six exclusive stores. The campaign will be unveiled in media in mid-April and will be promoted across print, outdoor, radio, Cinema, DTH and Lifestyle’s own social channels including Facebook, Twitter, Instagram and Pinterest which has a strong following. Lifestyle has over 4.2 million facebook fans and 15000+ followers on twitter.

Landmark Group MD Kabir Lumba said, “Melange by Lifestyle has grown at a phenomenal pace and has emerged as one of the most beloved ethnic wear brands in the country. We are happy to announce Deepika Padukone as our brand ambassador as she perfectly embodies the values that the brand stands for. We feel this initiative will help us further widen our appeal amongst our target audience”.

Padukone said, “Melange by Lifestyle has an amazing range of Salwar, Kurtas & Chudidars. The most amazing part about it is that it is ethnic yet so contemporary. I think it is perfect for Modern Indian Woman”.