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Tag: Mohey

  • Mohey unveils ‘Jab Aap Taiyaar, Hum Taiyaar’ campaign

    Mohey unveils ‘Jab Aap Taiyaar, Hum Taiyaar’ campaign

    Mumbai: Indian wedding wear brand – Mohey unveiled its latest campaign, ‘Jab Aap Taiyaar, Hum Taiyaar,’ featuring actress and the new brand ambassador, Janhvi Kapoor. In a culture often shaped by societal expectations and strict timelines, many women face pressure to make life-altering decisions, like marriage, before they feel personally ready. Mohey’s empowering brand-new campaign encourages women to embrace marriage on their own terms and at their own pace. The campaign marks Mohey’s evolution from a bridal wear brand to a complete wedding wear brand. It now offers a wide range, including lehengas, sarees, Indo-westerns, and stitched suits for both brides and bridesmaids for every wedding occasion.

    On the launch of the campaign film, Vedant Fashions chief revenue officer Vedant Modi stated, “The idea behind ‘Jab Aap Taiyaar, Hum Taiyaar’ is to reflect a shift in how marriage is perceived by today’s women. It’s not about societal timelines but about personal growth and empowerment. Mohey is here as a companion to every woman’s journey, ready to celebrate her individuality and choices when she feels it’s the right moment. We are so happy to welcome Janhvi Kapoor to our Mohey family!”

    On becoming the brand ambassador for Mohey, Jahnvi Kapoor said, “As the face of Mohey, I am thrilled to partner with a brand that embodies a forward-thinking approach to modern womanhood. The idea that marriage is a deeply personal decision, with no singular ‘right time’ for everyone, aligns closely with my own values. Mohey’s message of empowering women to make choices on their own terms is both powerful and timely, and I am proud to represent this progressive spirit.”

    The ‘Jab Aap Taiyaar, Hum Taiyaar’ campaign dives into the emotional journey that women experience as they consider marriage. In a visually captivating video, Janhvi Kapoor is shown alongside her squad in a grand wedding setting. Through a series of candid conversations, the campaign showcases the evolving dynamics around marriage decisions—portraying that it’s no longer just about tradition but personal readiness. The film focuses not only on the bride but also on her bridesmaids, each exploring their own thoughts and feelings about marriage, breaking the stereotype that there’s a fixed time to get married. It highlights the belief that emotional readiness comes from within and is unique to everyone. Entrepreneur and actor Parul Gulati is also featured in the campaign, representing today’s strong, independent corporate women, making this campaign relatable to a wider audience balancing their personal and professional lives.

    The main highlight of the campaign “Shaadi ka koi ek right time nahi hota. You’ll feel ready, jab tum dil se ready hogi,” is a reminder that marriage is a personal choice. This 360 campaign marks a new era for Mohey, standing at the intersection of tradition and modernity, where every woman is empowered to define her own journey.

    The campaign introduces Mohey’s expanded product line, offering contemporary styles for the bride and bridesmaids. In addition to Mohey’s presence across 170-plus stores nationwide, the brand also offers video call appointments via its website. Customers can now also opt for in-store personalised styling and tailoring services in select cities.

  • Zomato founder calls out ‘intolerance’ on social media after language row

    Zomato founder calls out ‘intolerance’ on social media after language row

    MUMBAI: Founder of online food delivery platform Zomato, Deepinder Goyal has called out the rise of ‘intolerance’ among the social media users, after the platform found itself in the eye of another Twitter storm early this week.

    “An ignorant mistake by someone in a support centre of a food delivery company became a national issue. The level of tolerance and chill in our country needs to be way higher than it is nowadays. Who’s to be blamed here?” Goyal tweeted.

     

     

    The issue arose after a customer from Tamil Nadu tweeted a screenshot of a chat he had with one of the customer care executives. The complaint was related to a missing food item in the order. According to the customer, the employee told him, that the amount cannot be refunded and apparently schooled him for not knowing Hindi while discussing the order detail. “Tagged me a liar as she didn’t know Tamil,” he further accused, tagging the app with the words, “Not the way you talk to a customer. @zomatocare”

    The incident soon spiralled into a trending topic on social media, with users tweeting #Reject_Zomato and criticising Zomato, for the employee’s reference to Hindi as “the national language of the country.” Some local politicians also joined in the company’s critique, leading to a knee-jerk reaction from Zomato.

    The company soon issued a public apology and announced the termination of the woman employee for “negligence towards our diverse culture”, highlighting that it understands that food and language are core to any culture and Zomato takes both of them seriously.

    However, the company reversed its decision a day later and reinstated the employee. “This alone is not something she should have been fired for. This is easily something she can learn and do better about going forward,” tweeted Goyal, adding that the call centre agents are young people, who are at the start of their learning curves and careers. “They are not experts on languages and regional sentiments. Nor am I, btw.”

    The Zomato founder also took the opportunity to express his concern over the rising intolerance on social media, and shared a word of advice to Twitterati: “Having said that, we should all tolerate each other’s imperfections. And appreciate each other’s language and regional sentiments.”, adding, “We are all the same, as much as we are different.”

    The case is part of a series of incidents in the recent past, wherein brands and advertising agencies have been targeted by overzealous social media in the country. Recently FabIndia came under fire for an ad it tweeted regarding its latest festive collection titled ‘Jashn-e-riwaaz’. The tweet was later taken down after a vitriolic campaign was run against the brand by some self-proclaimed groups for using Urdu words for a Diwali collection.

    Earlier fashion e-comm, Nykaa has also came under fire on social media for its online Navratri offers on condoms and lubes. Ed-tech platform Unacademy was also trolled recently for a skit that some social media users termed as “Anti-Hindu”. Not long before, ethnic wear brand Mohey came under attack on social media for a Wedding ad featuring its brand ambassador Alia Bhatt.

  • Mohey’s new ad film takes a relook at wedding rituals

    Mohey’s new ad film takes a relook at wedding rituals

    Mumbai: Rarely does one stop to question the meaning of age-old rituals and traditions that have been passed down to us from generation to generation. Most of us follow them blindly, usually without even knowing the significance behind them and without giving it a thought whether some of these rituals may have become outdated.

    The recent digital video campaign of Mohey from the house of Manyavar, featuring Alia Bhatt, throws light at some of our wedding rituals and the conventional thought behind it, while promoting a conversation for a more inclusive space for women in marriage and in life.

    The film attempts to take a progressive stance on ‘Kanyadaan’- one of the central rituals during a wedding- and strike a balance between tradition and gender equality. In the ad film, Alia dons the role of a bride who questions certain conventional stereotypes associated with the girl child and her marriage in society. “I absolutely 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 society,” said Bhatt.

    Through the film, the women’s wedding wear brand calls for a rethink to the mindset that considers a girl child to be a liability. The film ends with a small but significant gesture that redefines Kanyadaan to ‘Kanyamaan’.

    On the making of the ad, Shreyansh Innovations director Shreyansh Baid said, “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 take it a step forward by deriving inspiration from the new-age Woman and the new-age society. With Alia on board we have been able to create a communication that strikes a chord and invokes a positive change.”

    Vedant Fashions Limited CMO Vedant Modi 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,” he added.

  • This wedding season, Manyavar & Mohey celebrate #ApnoWaaliShaadi

    This wedding season, Manyavar & Mohey celebrate #ApnoWaaliShaadi

    Mumbai: Manyavar and Mohey have launched a new campaign, #ApnoWaaliShaadi, to capture the real emotions and happiness of families during weddings being organised amid the Covid2019 restrictions.

    Launched as a series of six TVCs, these films highlight how weddings nowadays aren’t about having hundreds of guests around, but family, loved ones and close friends around you. The campaign has been conceptualised and executed by Shreyansh Innovations.

    Vedant Fashions MD Ravi Modi said, “As a brand, we have always believed that our communication should be of the highest standards when it comes to breaking the barriers and stereotypes of weddings. It also reflects our business objective of talking not just to the bride and groom, but also to their close relatives as our collection is for everyone and for every occasion.” 

    Shreyansh Innovations’ founder Shreyansh Baid said, “Manyavar and Mohey are known for celebrating weddings in a unique way. And for this campaign, the brand celebrates the rituals and traditions with a twist, where the unseen moments between different kinds of relationships shine through. That’s what makes it truly special.” 

    According to Shreyansh Innovations creative director Vaishakh Jhunjhunwala the campaign highlights stories that portray weddings as more than just a function and more of a celebration. “Weddings are happening with limited audiences now, but that’s what has made it all the more special. Because now weddings aren’t as much about attending to guests and following traditional protocols, as much it is about enjoying being with your closed family and friends, without any inhibitions,” he said.

    The campaign is already on air and is playing across all digital and social media channels.

    FILM LINKS:

    #1 Haldi – https://www.youtube.com/watch?v=zzGos5113DQ

    #2 Ring Ceremony – https://www.youtube.com/watch?v=g5XuGeMQbac

    #3 Mehendi – https://www.youtube.com/watch?v=OQHghgvUdLM

    #4 Sangeet – https://www.youtube.com/watch?v=BNz409UUnbI

    #5 Phoolon Ki Chaadar – https://www.youtube.com/watch?v=H_D6oi8NQeU

    #6 Baraat – https://www.youtube.com/watch?v=BxHzYlsg5ZY

  • Manyavar launches sequel to Viruskha ad

    Manyavar launches sequel to Viruskha ad

    MUMBAI: Manyavar released a new ad – “Naye Rishtey, Naye Vaade- Hamesha” – taking forward the story of Virat Kohli and Anushka Sharma in the ad. It continues the playful romance of the pair at yet another yaar ki shaadi. Dressed in a mid-night blue double-breasted Indo-western outfit with an asymmetrical cut, Virat, complements Anushka, who looks mesmerising in an ivory coloured, hand embroidered lehenga.

    In the ad, Virushka leave no stone unturned to warn their soon to be married friends about the realities of marriage.

    Commenting on the campaign, Virat said, “I loved Manyavar’s unique collection for the season. There are lots of different hues and cuts in store this season. For myself, I chose a very stylish double breasted outfit with an asymmetrical cut. I think it made me look really suave.”

    Speaking about the ad, Anushka said “The youth will definitely resonate with it, especially young couples. Manyavar and Mohey have become brands that the youth have come to relate to. Their communication tends to be entertaining yet drives home a message which is extremely contemporary.”

    The director of the ad, Dhadak and Badrinath Ki Dulhaniya fame, Shashank Khaitan said, “I rarely take on ad film projects, but I was really excited at the prospect of working on Manyavar and Mohey. We wanted to continue the element of relatability of the ad, and with the right treatment of light-hearted banter the film beautifully focuses on love and happiness in spite of differences.”

    As someone rightly said, “A good dress can make you remember what is beautiful about life.” So if you have a wedding to attend this season, you know where to head for your wardrobe fix!