American Swan debuts digitally driven online reality show

18 Apr '14

3 min read

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.

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 buzz for 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 Rs 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.

American Swan

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