21 September 2024, Mumbai
India’s leading wedding wear brand, Mohey has launched its latest campaign, ‘Jab Aap Taiyaar, Hum Taiyaar,’ featuring Bollywood actress and new brand ambassador, Janhvi Kapoor. The campaign advocates for women to embrace marriage on their own terms, free from societal pressures and traditional timelines. It emphasises the importance of personal readiness, encouraging women to make life-altering decisions like marriage at a pace that aligns with their individual growth and empowerment.
This campaign signifies Mohey’s evolution from being solely a bridal wear brand to offering a full range of wedding attire. The collection now includes lehengas, sarees, Indo-western outfits, and stitched suits for both brides and bridesmaids, catering to every wedding occasion. Vedant Modi, Chief Revenue Officer, Vedant Fashions, highlightes, the campaign reflects the changing perspective of today’s women towards marriage, celebrating personal choice over societal expectations.
The campaign film dives into the emotional journey women experience when considering marriage. Set in a grand wedding environment, it features candid conversations between Kapoor and her bridesmaids, exploring their unique feelings and perspectives on marriage. The video breaks the stereotype that there is a fixed time to marry, reinforcing the belief that emotional readiness is personal and comes from within.
Entrepreneur and actor Parul Gulati also stars in the campaign, representing today’s independent, professional women, making the message relatable to a wider audience. The central theme, ‘Shaadi ka koi ek right time nahi hota. You'll feel ready, jab tum dil se ready hogi,’ redefines the modern wedding journey, blending tradition with individuality.
