The actress will feature in a series of ten advertisements, in which she will take on cliches being carried forward by shopaholics, social media addicts or fashion designers in a witty and humourous way.
Rhea, who forayed in to Bollywood with film "Mere Dad Ki Maruti", says brand's new approach towards fashion caught her attention.
"Yepme is an exciting fashion brand, connecting the youth of India. As a young actor, everything new and different is an opportunity and worth its while. This new series of films is really fresh in its approach and provides for a fantastic idea," Rhea said in a statement.
A collection dedicated to Rhea, who will next be seen in Yash Raj Films' "Bank Chor" opposite Riteish Deshmukh, has also found its way on the virtual portal.
With a bright colour palette and graphic prints, the 'Rhea collection' line consists of apparels and accessories that the actress is sporting in the videos.
The campaign, conceptualised and produced by YRF Films, focuses on 20-29 age group and is currently live on all the channels, broadcasting the ongoing cricket World Cup tournament.
"The campaign is about a fresh take on various aspects of our lives is exciting and very new in its thought. The whole campaign is about 'No more same old, Go Fresh, Go Bold'. Rhea is a great fit for this idea to be brought out alive. She is the fresh new face and a talent to look out for" said Anand Jadhav, president of the brand.
Other Bollywood stars who have endorsed Yepme include the likes of Shah Rukh Khan, Farhan Akhtar, Sonu Sood and Esha Gupta.
