By Sandra Halliday, Fashion Network
Koovs has unveiled a new collaboration with Bollywood icon Taapsee Pannu with the star and the fashion e-tailer working together on a new social media fashion collaboration.
Pannu is a high-profile film star in India who has 17 million followers across social media platforms. She’s currently shooting her latest film, co-produced by global star and film mogul Shah Rukh Khan, in Scotland. The new Taapsee X Koovs campaign will focus on her travel diaries from Italy's capital Rome.
London-listed Koovs has put celebrities at the heart of its marketing effort in recent years and despite it cash flow problems and other challenges, has shown itself to extremely adept at driving awareness of its western-style looks via social media in India.
This latest campaign is one of a series that have to date reached a total social media audience of over 140 million with the company claiming engagement with six million Koovs followers and fans of the stars. In the last three months, across these campaigns, Koovs said it has achieved as high as 80% engagement, with its social media audience, regularly double that of its nearest competitor.
CEO Mary Turner said: “In May Redseer Consulting reported that 58% of customers surveyed cited social media as the most influential factor in their fashion choices. So, we are very fortunate that these iconic young stars want to collaborate with our brand to bring fashion and fun from a global stage to their fans and followers.”
