Go Colors, the women’s bottomwear brand with over 750 exclusive stores across India, has signed actor Shraddha Kapoor as its first-ever brand ambassador – the company’s debut celebrity association. The move signals the brand’s entry into its next phase of growth, aimed at deepening consumer connect and sharpening its market positioning.
The partnership launches with a new campaign, ‘Life Moves In Your Comfort Zone,’ which reframes comfort as the true foundation of everyday fashion. Rather than pushing the narrative that growth only happens outside one’s comfort zone, the campaign champions confidence and self-expression rooted in comfortable clothing choices.
Go Colors built its identity on leggings but has steadily broadened its range to include trousers, denims, cargos, joggers, skirts, palazzos, culottes and athleisure – a portfolio expansion mirroring shifting consumer needs.
Shraddha Kapoor said comfort is central to how she approaches fashion, adding that the brand’s focus on designing for women’s everyday realities is what drew her to the association.
Vatsal Koolwal, Chief Marketing Officer at Go Colors, called the appointment a milestone in the brand’s journey to become a true comfort-first apparel player. He noted that Kapoor’s relatability, authenticity and mass appeal make her a natural fit for the brand’s positioning.
The campaign will roll out in phases across digital, social media, outdoor advertising and retail touchpoints, as part of an integrated marketing push over the coming months.
