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<ul><li><keyword id="1932100" type="General" weightage="100" keywordseo="bewakoof" source="Orion">Bewakoof</keyword> launches a new advertisement with <keyword id="11898289" type="General" weightage="20" keywordseo="sidharth-malhotra" source="Orion">Sidharth Malhotra</keyword> and <keyword id="3229143" type="General" weightage="20" keywordseo="fatima-sana-shaikh" source="Orion">Fatima Sana Shaikh</keyword> to promote the brand across its digital platforms. </li><li>It encourages the audience to be fearless. </li></ul>Bewakoof has signed Sidharth Malhotra and Fatima Sana Shaikh to promote the brand across its digital platforms. The Cool Student of the Year Sidharth and Dangal star Fatima will be seen in the Bewakoof collection in a digital campaign that has gone live today. The theme of the campaign is Never Change. The Campaign will feature 2 brand films where Sidharth’s <keyword id="896292" type="General" weightage="20" keywordseo="shershah" source="Orion">Shershah</keyword> Co-actor Sahil Vaid will also be seen. The ad films will reveal the ‘always fun side’ of the 3 actors who are seen cracking jokes on each other and showing their mischievous side. Bewakoof is introducing their new tagline, ‘Ho Bewakoof toh stay Bewakoof -- Never Change’. The idea stems from the Bewakoof’s brand persona, which stands for expressing yourself freely without any inhibitions. Bewakoof is synonymous with not giving into pressures and standing for hatke and being fearless. <div type="Youtube" id="t8ajfC8kOH4" title="Stay Bewakoof with Sidharth Malhotra and Fatima Sana Shaikh" thumbUrl="https://i.ytimg.com/vi/t8ajfC8kOH4/mqdefault.jpg"></div> Sidharth and Fatima imbibe this vibe as even after seeing highs and the lows of their profession, they followed their belief system and have won a billion hearts with their sheer hard work and never change, don’t give up attitude. Prabhkiran Singh, Founder CEO, Bewakoof, says, “We are the market leaders in the fashion industry and have built our business without any godfathers. When we thought of rolling out our new campaign centered around Never Change, Sid and Fatima were our obvious choice because, as a brand, we identify with them. In our early days, we were ridiculed for our brand name, business model but we didn't change nor did we give up. As a brand, we see these disruptive qualities in both Sid and Fatima.” Sidharth Malhotra, who is fresh from Shershah success, is known for his layered acting which translates into a strong storytelling. His dedication to his craft has led him to make a name for himself in the Hindi film industry. Sidharth represents the aspirations of the youth with a clear message that if you believe in something, follow your approach with grit and rigour, you will emerge a winner. On his association with Bewakoof, he says, “Bewakoof has uber cool clothes which you can easily add to your wardrobe. It was a fun collaboration &amp; friendly masti vibe wearing their quirky outfits." Fatima, who started her career with cameos, won well deserved accolades for her work in Dangal. She has been unstoppable since then. Her work in multi-starrers like Ludo, Suraj pe Mangal Bhari and Ajeeb Dastans, prove that she can stand her own ground even among some of the most successful actors just like Bewakoof stands tall among other D2C brands in India. Commenting on her engagement with Bewakoof, Fatima says, “Bewakoof’s journey has been similar to mine. This got me interested in associating with the brand as I could identify with the expressions, language and styling they promote. The comfort level with the brand and the products that I tried won me over.”

Bewakoof's ad latest with Sidharth Malhotra and Fatima Sana Shaikh encourages the audience to express freely

<ul class="summary-list"><li>As more states restrict <keyword id="11901426" type="UNKNOWN" weightage="60" keywordseo="abortion" source="Orion">abortion</keyword> access following the overturn of Roe v. Wade, OBGYNs are expressing concern.</li><li>Children who give birth can face potentially fatal conditions like chronic infections and preeclampsia.</li></ul>After Indiana Attorney General Todd Rokita announced plans to<a href="https://www.politico.com/news/2022/07/13/indiana-doctor-10-year-old-rape-victim-00045764"> investigate a doctor</a> who performed an abortion on a <a href="https://www.dispatch.com/story/news/2022/07/13/columbus-man-charged-rape-10-year-old-led-abortion-in-indiana/10046625002/">10-year-old rape victim,</a> reproductive <keyword id="11894571" type="UNKNOWN" weightage="100" keywordseo="health" source="Orion">health</keyword> experts issued warnings about the life-threatening consequences of young girls giving birth.In a June 13 <a href="https://cm.indystar.com/offers-reg/?return=https%3A%2F%2Fwww.indystar.com%2Fstory%2Fnews%2F2022%2F07%2F13%2Fohio-man-charged-rape-10-year-old-led-indiana-abortion%2F10048529002%2F">story published in The Indy Star</a>, Dr. Caitlin Bernard said she provided an abortion to the 10-year-old, who traveled from Ohio based on a referral from a doctor who specializes in child-abuse cases. Bernard told the outlet that the girl was six weeks and three days along in her <keyword id="6357793" type="UNKNOWN" weightage="60" keywordseo="pregnancy" source="Orion">pregnancy</keyword>. In Indiana, abortion is illegal after 22 weeks. In Ohio, the procedure is illegal after six weeks, with no exceptions for <keyword id="11911221" type="UNKNOWN" weightage="60" keywordseo="rape" source="Orion">rape</keyword> or <keyword id="14335892" type="UNKNOWN" weightage="60" keywordseo="incest" source="Orion">incest</keyword>.In response, Rokita said he would investigate whether Bernard committed a crime because she helped an abortion seeker who crossed state lines."If Dr. Bernard has failed to file the required reports on time, she has committed an offense, the consequences of which could include criminal prosecution and licensing repercussions," Rokita wrote in a letter to Indiana Gov. Eric Holcomb, according to The Indy Star.Gynecologists are more concerned about the potentially fatal consequences of a child giving birth, like days-long labor, preeclampsia, eclampsia, chronic infections, and pelvic inflammatory disease. An estimated 770,000 girls under 15 <a href="https://www.who.int/news-room/fact-sheets/detail/adolescent-pregnancy">give birth every year</a>, according to the World Health Organization. <a href="https://www.who.int/news-room/fact-sheets/detail/adolescent-pregnancy">Pregnancy is also one of the top causes</a> of death for girls between 15 and 19.According to the American College and Obstetricians and Gynecologists, pregnancy is safest <a href="https://www.acog.org/womens-health/faqs/having-a-baby-after-age-35-how-aging-affects-fertility-and-pregnancy#:~:text=A%20woman's%20peak%20reproductive%20years,is%20unlikely%20for%20most%20women.">after a person's teenage years</a>. A woman's <a href="https://www.acog.org/womens-health/faqs/having-a-baby-after-age-35-how-aging-affects-fertility-and-pregnancy#:~:text=A%20woman's%20peak%20reproductive%20years,is%20unlikely%20for%20most%20women.">peak reproductive years</a> are between her late teens and late twenties, the ACOG website says.<h2>Young mothers don't have fully developed pelvises, which causes an extremely difficult birth</h2>Since a child's pelvis isn't fully developed, they may be too small to give vaginal birth, even if the fetus is small, <a href="https://people.com/health/new-study-highlights-gaps-in-womens-healthcare/">Dr. Mary Jane Minkin</a>, a board-certified OBGYN at Yale University School of Medicine, <a href="https://people.com/health/when-girls-under-15-experience-childbirth-the-consequences-to-their-bodies-can-be-devastating/">told People</a>.As a result, labor could last for five days. After that, the baby usually dies, Dr. Shershah Syed, a gynecologist and expert on maternal mortality in Pakistan, <a href="https://www.nytimes.com/2022/07/18/health/young-girls-pregnancy-childbirth.html">told The New York Times</a>.During this labor period, the fetus could press down on a girl's bladder and urethra, leading to <a href="https://www.insider.com/guides/health/conditions-symptoms/pelvic-inflammatory-disease">pelvic inflammatory disease</a> or tissue rupturing between her vagina, bladder, and rectum, Dr. Ashok Dyalchand, who's provided healthcare to pregnant adolescent girls for 40 years, told <a href="https://www.nytimes.com/2022/07/18/health/young-girls-pregnancy-childbirth.html" target="_blank" title="(opens new window)" rel="noopener">The Times.</a>While pregnant, girls below child-bearing age are more likely to develop <a href="https://www.insider.com/guides/health/reproductive-health/what-is-preeclampsia">preeclampsia</a>, a condition that causes high blood pressure and kidney and liver damage, Minkin told People. Untreated, preeclampsia can lead to seizures in the mother and death of the fetus.Girls are also more likely to need Cesarean sections when giving birth than women of child-bearing age because of their body-development differences. And since girls are already going through so many body changes without pregnancy, carrying one could lead to extreme mental torment, Minkin continued."Pregnancy can be tough to deal with for a 24 or 34-year-old woman, let alone a 10-year-old child," Minkin told People.If the baby does survive, they <a href="https://www.who.int/news-room/fact-sheets/detail/adolescent-pregnancy">tend to have low birth weights</a> and can face conditions like <a href="https://www.cureus.com/articles/100936-maternal-and-neonatal-outcomes-of-adolescent-pregnancy-a-narrative-review">poor blood flow, trouble breathing, stillbirth, and early death</a>.

Gynecologists warn that girls under 15 who experience childbirth can face life-threatening consequences as legislators continue to restrict abortion rights

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Bewakoof's ad latest with Sidharth Malhotra and Fatima Sana Shaikh encourages the audience to express freely

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Gynecologists warn that girls under 15 who experience childbirth can face life-threatening consequences as legislators continue to restrict abortion rights

Julia Naftulin

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