Women’s bridal wear Mohey, has launched a campaign to celebrate the brides and their families who redefined wedding traditions into progressive ones in modern times. Conceptualised by Shreyansh Innovations, the film presents a small but significant gesture of respect and equality that could be a harbinger of change.
The film opens with Alia Bhatt reminiscing her childhood days, where she is constantly reminded by her family of how she will have to walk into her new role as a bride, wife and daughter-in-law. She repeatedly questions phrases she’s heard for long, that make her sound more like a commodity than a woman. When the ceremony begins, the pundit gestures to the parents to give her hand into the groom’s. In a surprising move, the groom’s parents come forward to take his hand and join in the ceremony with the bride and her parents. All their hands come together, with Bhatt’s hands on top, indicating the new wave of ritual, respecting the daughter and welcoming her into the family.
Vedant Modi, chief marketing officer, Vedant Fashions, said, “Mohey has always symbolised the progressive women of our society. Through this commercial, we have tried to bring about a shift in the mindset of the general populace while being respectful and fervent towards our traditions and rituals.”
Shreyansh Baid, director, Shreyansh Innovations, said, “We have always believed in empowering women and our main thought behind making this film was to convey a strong yet non-preachy message that will strike a chord. With Alia on board, we have been able to put forth our message poignantly and subtly.”