Saundh teams up with Freddy Birdy for spring/summer 2021 collection

Women’s wear brand Saundh has teamed up with Freddy Birdy to create a multi-dimensional campaign for its spring/ summer 2021 collection. The collection ‘The Canvas of Life, reflects the Gujarati tradition of bhujodi, a heavy-weft Kutch weave featuring motifs including mangoes and Ari embroidery. For the campaign Birdy has created sanguine messages including, ‘Whatever you become, you will always miss who you were’ and, ‘without tradition there is no modern.’

Launched a little over a year ago, Saundh is owned by Surat-based parent company Sahiba. The brand retails a range of ethnic inspired women’s wear including kurtas and kaftans in bright prints and relaxed silhouettes. Originally from Mumbai, Birdy has lived and worked in New Delhi for the past two decades. He has received more ‘copywriter of the year" awards than any other copywriter in Indian advertising. He currently owns his own advertising agency which is based in New Delhi.

Birdy previously worked on social media campaigns for companies like Benetton and The Lodha Group but for the first time his words have been depicted visually for a campaign.