The global Fashion & lifestyle brand American Swan in
association with Famebox has launched a first-of-its-kind, digitally-driven
online reality show Beauty & the Blogger.The show has been conceptualized
as a unique format and a platform where style & glamour join hands with
social media. The event is an extension of American Swan’s brand ethos, which
resonates with the young achievers, in providing suitable opportunities to the
connected youth through the potent medium of social media. Famebox, a
multichannel online platform for promoting talent through digital video content
has joined forces with the brand to execute this event.
The show will shortlist and team up aspiring models with
blogging enthusiasts to be able to showcase their talent and compete for the
online viewers’ attention. Registrations for the 1st round of entries to the
contest are currently open and the show format is an apt amalgamation of talent
and beauty, which would connect with and cater to the dynamic, fashion savvy
youth.
Speaking about the initiative, Anurag Rajpal, Director and
CEO, American Swan said, “American Swan has conceptualized this unique format that
brings together the youth on two very viable themes or passions: glamour &
social media. This is a compelling idea that we are confident will not just
catch the attention and mind space of GenY, but will also create a very high
engagement with the brand in the digital medium. The final winners are chosen
basis their social influence and the buzz they create, which democratizes the
selection process thereby empowering the online audience.”
Selected through an audition& shortlist process, 8
Bloggers will be paired with 8 models to compete for the final honors. These
teams will be pitted against each other for a 3-day challenge series set
against a beach resort wherein, they will be competing on social media in real
time. While the models bring in the glamour quotient the bloggers will create
the social buzzfor their teammate through pictures, videos and real time
updates. Video content created through the contest will be uploaded across
social media platforms including an exclusive YouTube channel.
The event will see renowned celebrities who will add to the
excitement of the show- actor and VJ, Cyrus Sahukar will host the show; the
popular VJ and actress Anushka Dandekar will mentor the models while acclaimed
fashion & social influencer Miss Malini will guide the blogging
enthusiasts. The winning duo will be crowned the 2014 face of American Swan
& the Social Media Brand Ambassador for the brand. The winning team also gets to take home a
cash prize of 5 Lakh and an uber-chic American Swan wardrobe Rs 1 lakh each.
TRESemmé, salon-quality hair care product &Lakme, the cosmetics &
skincare brand are the associate sponsors of the event.
The event allows the finalists & the winning team to
host their own exclusive channel on YouTube under the Beauty & the Blogger banner,
which will be powered by FameBox. The event finale will see the launch of the
American Swan swimwear collection marked by International designs and styles.
The brand and its casual wear collections have been well-received and the
swimwear collection is an effort to expand the brand’s offering into relevant
categories for the urban, youth-led audience.
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