In India, weddings are all about rituals and traditions that bring about a happy union. These age-old rituals have been an intrinsic part of our society, and one of the most important beings, ‘Kanyadaan.’ Highlighting upon this ritual and the conventional thought behind it, Mohey’s recent digital video campaign featuring Alia Bhatt tries to promote a more inclusive and equal space for women in marriage and life. It strives for a balance between tradition and equality. Through the film, Alia talks about a new idea that creates a union between the ritual and its underlying thought process in the modern context.
Completely adhering to our traditions and being respectful to our rituals, this film, at the same time, takes a modern stance on conventional belief. Heralding a paradigm shift in our mindset from considering a girl child to be a liability, the film talks about sharing each other’s responsibility and journeying through thick and thin not only together but equally. The film ends with a small but significant gesture of respect and proposes a beautiful change from Kanyadaan to Kanyamaan.
“Mohey has always symbolized 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 sincere towards our traditions and rituals,” said Vedant Modi, CMO, Vedant Fashions Limited.
Speaking about the making of the ad, the Director of Shreyansh Innovations, Shreyansh Baid, opined, “We have always believed in progressive communication, and our main thought behind making this film was to convey a strong message that is rooted in the rich Indian culture, and yet takes it a step forward by deriving inspiration from the new-age Woman and the new-age society. With Alia on board, we have created communication that strikes a chord and invokes a positive change.
Adding to the thought, the very revered Alia Bhatt shared, “I believe in this thought, and this is something very close to my heart. I am glad that I could be a part of this film and convey a message that might bring about a positive change in the society”.
Mohey from the house of Manyavar is designed to define women’s wedding wear. Each Lehenga, handpicked for its design signature, spins a yarn of ethereal grace! Blending trends with traditions, the fabric, hues, cut, stitch, embellishments, attention to little details, and other facts set it apart. There are 80+ Mohey stores present in almost every city across India and internationally. In addition, Mohey offers a separate enclosure to showcase the intricately detailed Lehenga Collections crafted with the latest hues and styles.