Ever since Delhi-based entrepreneur Jasmeen Kaur donned a "laddoo peela" salwar suit and declared herself "'So beautiful, so elegant, just looking like a wow" on her Instagram page, both Kaur and her catchphrase went viral.
Kaur who is trending on social media for her unique presentation style, and outlandish metaphors for describing everyday colours has now executed her first brand collaboration with Sunfeast Yippee Noodles for their 'Wow' Masala product range.
The brand has capitalised on the "wow" factor that ties Sunfest's and Kaur's brands together.
In the centre of her clothing store, Kaur is seen advertising for the brand while mouthing a version of her now-famous dialogue.
The collaboration's distinctive element is the way Kaur, who sells fancy clothing, is portrayed as endorsing a snack. However, the 'Wow' product line is what makes it pertinent to the brand.
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Kaur's audio has been trending around the country and many celebrities, and brands have been using it as part of the social media promotions.