The appointment is part of the brand's strategy to deepen its engagement with young consumers who increasingly view jewellery as an everyday fashion accessory rather than something reserved for special occasions.

The series will be produced by STUDIOCANAL, Heyday Films, and Submarine, with writer Sara Daddy serving as head writer and screenwriter.

The company is also expanding its retail footprint. Its first flagship Daewoo experience store in Delhi is expected to open soon, while three additional outlets are already planned.

The collaboration marks the company's entry into character-based licensed products, beginning with a new collection of PickSip 40 tumbler bottles.