India – Tasva, Indian men’s ethnic wear brand by conglomerate firm Aditya Birla Group and Indian designer Tarun Tahiliani, has launched a new campaign, aimed at encouraging men to express themselves in their true spirit, especially during their special day – their wedding.
The campaign, which was created in collaboration with creative agency Taproot Dentsu, challenges the social code of conduct prescribed for the groom at weddings, showcasing the typical ways a groom must behave in a function such as posing for photos, standing upright and looking like a royal mannequin, being traditional in greeting his elders, and dressing a certain way that may not suit his personality.
Titled ‘Sada Mast Raho’, the film features a groom dressed up in a Tasva outfit, watching his bride perplexed and guests getting bored. Thereafter, he takes the wedding by storm by dancing and singing, discarding serious codes and rituals that surround an Indian wedding.
Tahiliani said, “The spirit of our brand, ‘the best of self’, cannot be expressed in jaded, forced portraits but must be expressed in the current possibilities – of movement, freedom, and self-expression. The film captures this in the digital age.”
Meanwhile, Titus Upputuru, Taproot Dentsu’s creative head for Gurgaon, shared that they wanted to change the conversation because the young men who have marriage on their minds aren’t suddenly turning into these very serious men.
“It is their big day and they still want to have a good time. That’s why we wrote ‘Sada Mast Raho’. It was wonderful to partner Tarun Tahiliani. I love his sensibilities and the finesse that he has brought into the garment is pure genius,” said Upputuru.
Abhinav Kaushik, Taproot Dentsu’s head for Gurgaon, said, “With Tasva, we aim to widen their range of choices and encourage that natural self-expression and exuberance even in Indian wear. This campaign is an absolutely refreshing way to break the seriousness that comes with ethnic wear.”