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India’s online players rope in brand ambassadors to click with youth – Retail in Asia

Retail in Asia

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India’s online players rope in brand ambassadors to click with youth

India’s e-commerce sites are increasingly banking on brand ambassadors to attract the youth. As many as five e-commerce sites – FashionandYou, Yatra, Myntra, Yepme and Shersingh – have roped in celebrities from Bollywood and the sports world to endorse their brands or a particular collection.

"A brand ambassador’s job for an online portal is not very different from its offline counterpart. Apart from providing a face to the brand, ambassadors echo what it stands for," Trivikrum Thakore, Director Marketing, FashionandYou, told Business Line.

Apparel e-tailer FashionandYou had signed Nargis Fakri – of Rockstar fame – to endorse the brand earlier in October.