Tarun Tahilianis Tasva & Taproot Dentsu launch campaign for men’s ethnic wear

The campaign, Sada Mast Raho, said the company, challenged the social code of conduct prescribed for grooms at his weddings. Be it clothing choices, demeanor or body language, this film encourages men to feel free to express themselves in their true spirit, especially during their special day.

They add that menswear in India has grown rapidly thanks to the abundance of boutique labels offering trendy and out-of-the-box looks, cuts and clothing for men across western casual and formal wear.

The film showcases the typical ways a groom should behave in an event such as posing for a photo, standing tall and looking like a royal mannequin, being traditional in greeting elders and dressing in a certain way that might not suit his personality.

The film features scenes from a typical wedding reception. The photographer instructs the bride and groom to pose for a typical type of wedding album photo. The groom is beautifully dressed in Tasva’s attire, seeing his bride confused and the guests getting bored. He blew the whistle and signaled for the band to play something interesting. After that she took marriage by storm. He dances, plots, teases and pokes fun at the rather serious codes and rituals that surround Indian weddings. He joined the band and sang, Fursat Na Dekho, Mahurat Na Dekho, Sada Mast Raho.” In the end, he took his uncle’s traditional headgear and climbed on top of an elephant and danced as all the guests at the wedding joined him at the gala.

Tahiliani says, The spirit of our brand — ‘the best of oneself’ — cannot be expressed in tired and forced portraits but must be expressed in the possibilities of the moment – ​​movement, freedom and self-expression. This film captures this in the digital age.”

Titus Upputuru, creative head, Taproot Dentsu Gurgaon added, “If you look at the advertisements in this segment, it seems rather serious. The way a man poses after wearing traditional Indian clothes, it’s like he’s saving the world. He stands tall and has a sharp gaze at the camera. Also when it comes to weddings, sada sukhi raho, sada suhagan raho (for the bride), etc. are blessings that are commonly given. We said let’s change the subject because young men thinking about marriage don’t suddenly turn into these very serious men. It’s their big day and they still want to have fun. It was a pleasure to partner with Tahiliani. I love his sensitivity and the finesse he brings to the outfit is pure genius.”

Abhinav Kaushik, head, Taproot Dentsu, Gurgaon added, “Men today have very clear preferences with respect to their attire and use self-care and clothing as a means to express their true personality. But when it comes to Indian clothes, they are a bit confused due to lack of options, unlike western clothes. This campaign is a really refreshing way to break the seriousness that comes with ethnic wear.”

Brokerage firm Edelweiss says the ethnic clothing market in India is pegged at $20 billion or 1.45 trillion. Of these, about 70% are unorganized. The balance is distributed between many large and small labels, experts say.