Lawn-makers seem to be following the footsteps of Qmobile in getting celebrity endorsements from mainstream actors.
With every other brand of Lawn coming up with a Summer Collection and the lawn business gradually making a comeback again, designers are taking the simple yet extremely expensive rout of marketing the brand through celebrity recommendations.
At the top of the list is Kareena Kapoor endorsing Faraz Manan’s Crescent Lawn collection in evergreen summer prints, splattered across billboards of Karachi, Islamabad and Lahore.
Zainab Chhotani, the innovative designer who has been releasing her Lawn Collections in collaboration with Lakhany Silk Mills is releasing the Spring/Summer ’15 Lawn Collection very soon with the ravishing Jacqueline Fernandez featuring as the face of the brand.
In an article by Dawn News, the famed designer has stated that, “Indian stars are hugely popular not just in Pakistan but also in India, where our lawn has a strong market. An ‘it’ Bollywood face certainly helps in generating publicity but in the end, it’s the design and the fabric quality that bring in sales.”
Established designer Maria B. is also launching her Lawn Collection for the month of March 2015.
The label is being endorsed by the glamorous Pakistani Media sisters, Urwa and Mawra Hocane. The Hocane sisters were featured in the TVC endorsing the Maria. B label and their personalities suit the signature style of the label designs perfectly.
In the past years, some very prominent Bollywood faces have been casted as brand ambassadors for Pakistani lawn labels.
Firdous Lawn has had Nargis Fakhri, Deepika Padukone, Sonam Kapoor as prime faces of the brand, year after year.
Local celebrities such as Mehvish Hayat, Mahira Khan and Aamina Shiekh have also regularly endorsed lawn brands over the years.
Famous models that have come with their own designer labels like Nadiya Hussain and Vaneeza Ahmed’s V Lawn are also coming out with new collections this March.
It is evident that this marketing move really translates into revenue-making numbers for the brands rather than just adding glamour and oomph.