Ad Campaigns
Aditya Birla Group’s Tasva unshackles Indian groom from social codes of conduct in new campaign
Mumbai: Tasva, a new men’s ethnic wear brand by Tarun Tahiliani and Aditya Birla Group has launched its latest campaign ‘Sada Mast Raho.’ The campaign, conceptualised by Taproot Dentsu, the creative agency from dentsu India, challenges the social code of conduct prescribed for the groom at his wedding.
When it comes to ready-to-wear wedding wear, Men’s fashion in India is limited in style, fits and quality. Besides, in India, the choice of the groom’s outfit is often a consensus between his mother, sister or bride-to-be, if not more. Often the grooms find their style and taste compromised and their expression confined when it comes to their wedding, said the statement.
The film, directed by Shai and produced by Rudra of Jungle Production House, seeks to be a war cry against this compromise and urges grooms to be themselves, more so on the most important day of their life. It showcases a scene from a typical wedding reception, where the photographer is instructing the bride and groom to pose for the wedding album kind of photos. The creative takes a dig at 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.
The film depicts the Tasva groom, on the contrary, as being liberated from these chains of social codes and true to his character, taking the wedding by storm. He is comfortable and expressive in his outfit and his skin, so much so that he even joins the band singing, ‘Fursat Na Dekho, Mahurat Na Dekho, Sada Mast Raho.’
“When you see the advertising in this segment, it all seems rather serious. The way a man poses after wearing traditional Indian wear, it seems like he is on to saving the world. He is standing upright and has this piercing look into the camera,” said Taproot Dentsu Gurgaon creative head Titus Upputuru, who has also contributed to writing the jingle’s lyrics.
He added, “Also when it comes to weddings, ‘sada sukhi raho’, ‘sada suhagan raho’ (to the bride), etc. are the usual blessings that are given. We said let’s 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,”.
Speaking on the campaign, Tarun Tahiliani said, “The spirit of Tasva i.e ‘the best of self’ can not be expressed in jaded, forced portraits but must be expressed in the current possibilities – of movement, freedom and self-expression. The film beautifully captures this in the digital age. And our garments are also young, tailored, sculpted but designed for fit and movement – a light, cool breeze – Sada Mast Raho.”
“Men today have very clear preferences with respect to their attire and are using self-grooming and dressing as means to express their true personalities. But when it comes to Indian wear, they are somewhat at a loss due to lack of options, unlike in western wear,” stated Taproot Dentsu Gurgaon head Abhinav Kaushik. “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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
