Manyavar, from the parent company of Vedant Fashions, has rolled out a campaign titled ‘taiyaar hokar aaiye’ (get ready) featuring actor Amitabh Bachchan to showcase its wedding collection.
Conceptualised by Shreyansh Innovations, the films highlight the statement of ‘taiyaar hokar aaiye’ expressed before attending a wedding
Through Bachchan, the films put a spotlight on relatable guests and their demeanour during a wedding function.
The first film depicts how a guest is perceived if he comes dressed in a suit at an Indian wedding and how people believe he is the CEO of a company. The second film showcases how inappropriate attire can confuse the hosts about which side of the wedding party invited the guest. The second film showcases how inappropriate attire can confuse the hosts about which side of the wedding party the guest has been invited from. The third film shows how a guest gets praised for wearing Indian ethnic wear at a wedding.
The films aim to appeal to the audience on how to get ready at weddings to avoid feeling alienated.
Vedant Modi, chief marketing officer, Vedant Fashions, said, “Manyavar has always been a brand that showcases the nuances and beauty of the Indian culture. The new digital films are aimed at everyone who believes in the magic of celebration. Bachchan, with his narrative and screen presence has put soul into the idea of #TaiyaarHokarAaiye, and we are confident it will be a widely accepted and celebrated phenomenon amongst our target groups.”