Retail chain Lifestyle International today signed in actress Deepika Padukone as the brand ambassador for its in-house ethnic wear brand ‘Melange’.
“Western wear is growing at a faster pace than ethnic wear. To give push to our in-house ethnic wear brand ‘Melange’, we have roped in Deepika as she perfectly embodies the values that the brand stands for,” Lifestyle International Assistant Vice-President Srinivasan Rao told PTI.
Revenues from ‘Melange’ in 2013-14 fiscal stood at Rs 100 crore and the total revenues reported by Lifestyle stood at Rs 2,500 crore.
“We have been seeing good traction in ‘Melange’. We expect healthy double-digit growth for the brand this fiscal,” he added.
Rao said despite economic slowdown, the company has not witnessed any decline in consumption and sales.
Lifestyle will roll out a new brand campaign featuring Padukone in mid-April.
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, the company said in a statement.