Mumbai: Vedant Fashion Ltd.’s womenswear brand Mohey named Kiara Advani as its new brand ambassador with their ongoing campaign "#DulhanWaliFeeling."
The newly launched ad film, which was conceptualised and executed by Shreyansh Innovations, depicts the era of the modern-day bride and how weddings are a big day for them. Advani is pictured celebrating the new era of the contemporary Indian bride while wearing a gorgeous lehenga from Mohey's most recent bridal collection.
Kiara is seen replacing all the gifts she got for her wedding with her most prized possessions. She gets her first doll, her tennis racket that helped her beat her father, her old notebooks, and everything that holds more meaning and memories in her new home. With the help of her new husband and father-in-law, Kiara is able to replace all the new gifts that she finds meaningless next to her old possessions. While leaving in the car, her mother asks her why she is taking old items to her new house, to which Kiara joyfully answers, "Naye ghar ko apna ghar banaane."
The movie shows the cluster of emotions a bride experiences on her special day and how these old items hold a special place in their hearts. They want to carry their memories with them; it's her "#DulhanWaliFeeling."
Speaking of her association with the brand, Advani said, "I am so excited to be associated with Mohey, a brand that not only celebrates weddings but also its brides and their individuality. Personally, I love weddings! I can feel the joy every wedding brings in the hearts of new brides, their families. It's important that the brides feel comfortable in their own skin and be their true selves on their big day. This campaign beautifully encapsulates the "#DulhanWaliFeeling" and we hope it strongly connects with all the new brides."
"Advani, whilst deeply rooted with her tradition, is also the new age Indian woman that brings out our powerful messaging in the most confident manner. Mohey has been conceptualised for the confident and bold Indian brides who live life to the fullest, and we believe the essence of our "#DulhanWaliFeeling" has been beautifully portrayed by Advani," Vedant Fashions Ltd. chief marketing officer Vedant Modi commented on the new brand ambassador.
Shreyansh Innovations founder and director Shreyansh Baid said, "In keeping with the spirit of Mohey, we have yet again celebrated the views of a modern bride. Advani delivers a message of freedom and choice in a very simple way when she chooses to carry some unexpected things with her as she leaves for her marital home. But these seemingly meaningless things hold priceless memories for her. This film shows a modern Mohey bride who decides to carry the love and comfort of her maternal home into her new house."
