Chadwell Heath Sikh model says fronting ad campaign is ‘surreal’

Pardeep Singh Photo credit: Pardeep Singh

Pardeep Singh Photo credit: Pardeep Singh - Credit: Archant

At 23 you may just be taking your first steps on the business ladder in your chosen career.

But Pardeep Singh, of Chadwell Heath, has been propelled almost overnight from university student to Sikh poster boy after he was approached to front a major mobile phone advertising campaign.

The full-time fashion blogger was asked by Samsung to be the face of its campaign earlier this year and has now scooped a gong at the prestigious Sikh Awards.

“It has been surreal and hasn’t not really sunk in because I am so focused on working all the time I have not seen the results,” said Pardeep.

“Winning the People’s Choice category at the Sikh Awards was just as big as an achievement as fronting Samsung’s campaign.


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“The awards are so prestigious - the Prime Minister David Cameron accepted an award.”

Other prominent winners included the world’s richest Sikh, Malvinder Singh, and the world’s first Sikh bodybuilder.

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Pardeep set up his own fashion blog “Singh Street Style” in his final year at Westminster University.

“Everyone is really happy for me,” he added. “Being the front of the campaign is something new, it is something different.”

“I hope this encourages Sikhs to follow their passion - usually Asians are encouraged to go down the conventional route like being a doctor or lawyer but I hope my success encourages them to do what they want to do.”

The site has grown to attract more than 40,000 hits, but Pardeep insists his site has always been successful even before becoming the first Sikh turbaned man to front a global campaign.

“Even before the campaign my site did well,” he said. “I featured in Vogue, The Times, The Guardian and MTV.”

Pardeep has also been named as one of the top 10 fashion bloggers in the world by Esquire Magazine.

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