American Swan Meets Yo Yo Honey Singh

By afaqs! news bureau , afaqs!, New Delhi | In Marketing | September 29, 2014
The brand has invited young audiences to come and participate in a contest where they can share the stage with rapper Yo Yo Honey Singh.

Online Fashion & lifestyle brand American Swan has roped in singer/rapper Yo Yo Honey Singh as its brand ambassador and has launched a contest to woo its young consumers by giving them a chance to get featured in Honey Singh's upcoming music video.

A screenshot of the contest website

A screenshot of the contest's Twitter handle

The American Swan association is Singh's first brand endorsement in the fashion genre. For the music video, the brand has chosen to use social media as the primary channel to invite entries for the "Yo Yo and You" contest.

Singh and American Swan will select one male and female winner who will get a chance at stardom and share screen space with him. Within a week of the contest launch and the association, the brand witnessed a phenomenal response to this online engagement. A staggering 5.5 million people were reached through the campaign and the number of entries crossed 1,000+, giving the brand a high recall.

Singh announced the engagement on his Facebook fan page, which has 25 million fans, in typical Yo Yo fashion: 'Attention 'Brown Rang-ed' beauties and 'Blue Eyed' lasses! It's time to 'Party All Night' as I am joining American Swan: Fashion Country as its brand ambassador! #YoYo4AmericanSwan.

Speaking about this initiative Anurag Rajpal, director and CEO, American Swan, says, "We have always believed in promoting young talent and giving them a chance to promote and hone their forte. The participation and response that we have received so far has been truly overwhelming. What has worked, as always, is the power of social media as the right medium to reach out to Gen-Y.'

American Swan is an online Fashion & Lifestyle brand, offering authentic smart casuals and trendy fast fashion to those seeking an aspirational, glamorous yet restrained lifestyle. It offers both men's and women's apparel, accessories and footwear.

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