Taproot Dentsu, a dentsu MB Company and Dentsu India’s creative agency has launched its newest campaign for Tasva, a new men’s ethnic apparel brand by Tarun Tahiliani and Aditya Birla Group.
The ‘Sada Mast Raho’ advertisement questions the societal norm of behaviour established for the groom during his wedding.
The film urges guys to be free to express themselves in their genuine spirit, whether via their clothing, mannerisms, or body language, especially on their special day. Tarun Tahiliani, for the record, is a notable Indian fashion designer noted for his ability to integrate Indian craftsmanship and textile tradition with fitted shapes.
Men’s fashion in India has gone a long way, thanks to a slew of boutique brands offering out-of-the-box and fashionable designs, cuts, and fits for men in western casual and formal wear. Today, guys have many options from which to make a statement or express themselves via fashion.
However, they are restricted in design, fit, and quality when it comes to ready-to-wear wedding apparel. Furthermore, in India, the groom’s dress is generally decided upon by his mother, sister, or bride-to-be, if not more. When it comes to their wedding, the grooms’ style and taste are sometimes sacrificed, and their expression is limited.
As a result, the video is a protest against this compromise and encourages grooms to be themselves, especially on the most important day of their lives. It depicts the conventional ways a groom must act at a celebration, such as posing for pictures, standing erect and looking like a royal mannequin, greeting his elders traditionally, and dressing in a way that may not fit his personality.
On the contrary, the Tasva groom is free of these societal constraints and genuine to himself. He is at ease and expressive in his clothing and flesh. The clip depicts a typical wedding reception scene. The photographer advises the bride and groom on how to posture for traditional wedding album shots.
The groom, resplendent in a Tasva attire, observes his bride, who is bewildered, and the guests, who are becoming bored. He blows a whistle to tell the band to perform something intriguing.
Following that, he takes over the wedding. He dances, grooves, teases and mocks the relatively serious customs and traditions of an Indian wedding. “Fursat Na Dekho, Mahurat Na Dekho, Sada Mast Raho,” he joins the band and sings.
Finally, we watch him grab an uncle’s page, climb on an elephant, and dance as the entire wedding party joins him.
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