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The lingerie brand Clovia has partnered with Colors TV for an exclusive sleepwear collection called the ‘Starlit collection’ which will be worn by characters from the TV shows on Colors. The collection was launched in April this year.

The Indian women are very much in love with their daily soaps and Clovia found a huge opportunity to connect with them at the right time through them. TV stars today have the same influence over lifestyle and fashion choices as Bollywood stars. With this integration, the brand expects the audience to get a flavour of its wide range of collection.

The sleepwear products from the ‘Starlit collection’ will be worn by the characters in some of the leading shows on the channel like Udaan, ‘Roop-Mard ka Naya Swaroop’ and ‘Ishq Mein Marjawa’. Whenever the characters will appear in Clovia outfits, an Aston band will appear on the screen promoting the collection and directing viewers to Clovia website. The audience will see Clovia looks on their favourite characters several times each month.

“We are very excited to partner with Colors TV and expand our reach to a vast audience. We are on track to grow 300% YoY and drive growth via such partnerships. It is one of a kind activity done in our category as well as in the TV industry. Till recently, TV stars wore heavy sarees to bed in storylines. We are changing their bedtime looks,” said Pankaj Vermani, Founder and CEO, Clovia.