Koovs unveils its debut multi-media campaign

Fashion portal Koovs has launched its debut multi-media brand campaign 'Step Into Koovs.com', with a music video featuring upcoming British rapper Lady Leshurr and US hip hop dancer Dytto. Conceptualised by Grey Group London, the campaign is targeted at the Indian audiences.

It will feature across mediums including TV commercials, cinema, billboards, print and digital. The one-minute video, directed by Stink's Martin Krejci, showcases the fashion journey across the globe - beginning with a Mumbai street to an East London food market, from an underground party in a Parisian ballroom to the beauty of a Manhattan rooftop.

Koovs plc, the parent of Indian lifestyle e-commerce venture Koovs.com, is said to be contemplating increasing its stake in its Indian arm - Koovs Marketing (Koovs India), which operates as a wholesale supplier to Koovs.com. For now, Koovs plc owns 57.5 percent of Koovs India and it plans to increase it to around 90 percent through issue of fresh shares. The company is also eyeing another funding boost through existing and other investors to raise 35 million pounds (around Rs 350 crores) to invest in its marketing initiatives amid stiff competition from rivals.