Online fashion brand, Bewakoof has partnered with Excel Entertainment for their recent production, Toofaan starring Farhan Akthar. The movie premiered on the 16th of July on Amazon Prime Video and received a huge positive response from the audience.
Toofaan is a Bollywood sports-drama, directed by Rakeysh Omprakash Mehra. This is the second film collaboration between Farhan Akthar and Omprakash Mehra, the first one being Bhaag Milkha Bhaag. It depicts the story of an extremely aggressive goon, Ajju Bhai turned into a national-level boxer; based on the true story of boxer Aziz Ali. Ajju Bhai, a street thug is an extremely poor orphan whose childhood was not very nurturing while the female protagonist is a doctor at a charitable medical institution who abhors violence and unnecessary physical fights. She pushes him to change his way of living and encourages him to convert his unwanted aggression into something meaningful. There is also a socio-political, Hindu-Muslim conflict in the movie. The girl is Hindu, the daughter of an Islamophobic father, and also her mother got killed in a bomb blast engineered by terrorists supporting Islam. On the other hand, Ajju Bhai is a Muslim man.
While the clothing brand, Bewakoof.com is a D2C youth fashion brand whose motto is to celebrate different and creative people, the ones who are termed as fools or “Bewakoof” just because they are or do things differently. The brand believes that often these are the people who bring a change in society and hence strives to celebrate them through its unique and quirky products.
Commenting on the collaboration, Farhan Akthar, in a statement said: “Toofaan is a movie about a boxer who like a phoenix rises from ashes and is an ode to the indomitable human spirit. The connection between the movie and what Bewakoof represents is a compelling association and we are happy to be a part of the Bewakoof gang.”
The CEO of Bewakoof commented on the collaboration too, he stated that the brand identifies with Farhan and his journey of making fearless choices, in the film as well as in his personal life. The movie portrays the story of an underdog and the brand has also always been ‘Vocal for Local’.