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Resurfacing a June 2022 move: Dollar Industries signed Yami Gautam as Dollar Missy brand ambassador

Dollar Industries introduced Dollar Missy, its women's legwear and innerwear brand, in 2014 and now features Yami Gautam in a campaign created with Lowe Lintas. The campaign is live across print, electronic, outdoor and online media.

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Why it matters for the brand

Dollar is putting a celebrity face and a full-spectrum media push (print, TV, outdoor, online) behind Dollar Missy, so women's innerwear rivals should expect more competition for attention and trade partners should check that Missy stock and displays are ready for any demand lift.

What to track next

  • Management commentary on Dollar Missy sales or advertising spend in the next results release
  • New Dollar Missy product launches or extensions of the Yami Gautam tie-up to other categories
  • Search, social and marketplace visibility for Dollar Missy against rival women's innerwear labels
  • Competitor ambassador or promotional announcements in women's innerwear
  • Signs the campaign is renewed or expanded beyond the initial print, electronic, outdoor and online flight

The source

Source Read the source at Financial Express

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