Lifestyle ropes in Deepika Padukone for Melange

Lifestyle International has signed up leading Bollywood star, Deepika Padukone as the brand ambassador for its ethnic wear

brand – Melange by Lifestyle. Padukone will feature in the brand’s new campaign scheduled to rollout in April across outdoors, print, digital and in-store.

She recently shot for the brand’s S/S campaign for Lifestyle and will also endorse the brand’s A/W range. The campaign would be primarily run in print and digital media. Melange by Lifestyle is a Rs 100 crores brand and is present across 40 Lifestyle stores and six exclusive outlets. The new ad campaign would also be rolled out on its own social channels including Facebook, Twitter, Instagram and Pinterest. Lifestyle has over 4.2 million Facebook fans and over 15000 followers on Twitter.

It maybe recalled that recently, leading fashion e-commerce player Myntra roped in Bollywood star Ranveer Singh to endorse its in-house range of casual wear, Roadster. As per industry estimates, branded apparel attracts up to 45 per cent margins and private labels are able to bring in even higher margins of about 60 per cent.