New Delhi: Ethnic wear brand Manyavar, which has become a household name owing to Anushka Sharma and Virat Kohli, has released a new campaign featuring Bollywood actor Kartik Aaryan.
The brand aims to target friends and young relatives of the groom through a new concept called GroomSquad. The film revolves around this concept of coordinated dressing at weddings where close friends of the groom are dressed in similar attire.
The GroomSquad trend, the company said, is picking up as it helps create good photos and shows who all are the closest to the groom, making them look like a squad.
“The concept is the hero in this film. Weddings are full of picture-perfect moments, and even more so if it's a close friend's wedding. The idea of the groom's close friends coordinating their outfits is interesting because it helps people know who all are really close to the groom. And of course, it makes for some really fun memories and some real selfie-worthy frames. Kartik has just the right personality to pull GroomSquad persona on-screen,“ said Avijit Dhar, AVP-marketing, Manyavar.
Besides, digital and social media platforms, the campaign will be played across cinema screens across India.
“Yaar ki shaadi calls for yaari and masti (the marriage of a close friend calls for celebration of friendship and fun) - we married both with synchronized dressing and a song. The GroomSquad lead by Kartik Aryaan topped it off with their dulhe ke yaar (friends of groom) attitude," said Shreyansh Baid, creative director at advertising agency SIPL.
The brand Manyavar was launched in 1999 when Ravi Modi ventured into a family business which revamped men’s ethnic wear. It forayed into women’s wear through Mohey in 2015 and acquired one of the biggest fashion brands in southern India, Mebaz, in 2017. Currently, it has a retail presence through over 500 stores across 202 cities, and in three countries with five international stores in UAE and US.