Men’s ethnic wear brand Tasva, from the Aditya Birla Group, has launched a campaign titled ‘Sada Mast Raho’ (stay fine always) to challenge the social code of conduct that grooms are required to adhere to. Conceptualised by Taproot Dentsu, it shows how men are asked to limit themselves with regard to their choices, expressions and mannerisms, on their special day.
The film portrays a scene from an Indian wedding, where the photographer is instructing the couple on how to pose. The groom, dressed in a Tasva outfit, looks at his confused wife and bored guests. He then blows a whistle and signals the band to play something fun. He starts to dance, tease and challenge the rather serious codes and rituals that surround an Indian wedding, by flirting with the elderly, using different dance moves and teasing the cooks. Towards the end, the entire crowd at the wedding joins him in his dance moves.
Tarun Tahiliani, founder, Tasva, an Aditya Birla Group venture, 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.”
Titus Upputuru, creative head, Taproot Dentsu, said, “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. 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.”
Abhinav Kaushik, head, Taproot Dentsu, added, “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. 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.”
The campaign will be rolled out across digital, OOH and print.
Creative agency: Taproot Dentsu
Office head: Abhinav Kaushik
Creative head: Titus Upputuru
Creative team: Titus Upputuru, Auryndom Bose, Neharika Awal Minocha
Account management: Payal Dhawan
Planning team: Rabia Khandelwal
Films: Kriti Khandelwal, Suprotim Dey
Director (of the film): Shai
Production house: Jungle
Music : Nuazad
Lyrics: Titus Upputuru