Aditya Birla Group’s Tasva unshackles Indian groom from social codes of conduct in new campaign

Conceptualised by Taproot dentsu, the campaign urges men to express themselves in their true spiri

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.”

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