INDIAN MARKET'S EVOLUTION APROPOS SPORTS IPs

As football fever grips audiences globally, brands are turning the tournament into a platform for collaborations, limited-edition products, athlete-led storytelling and fan-focused experiences.

The collection translates some of the show's most recognisable visual elements into the fashion brand's signature embroidered book clutch format.

The collection has been introduced during the summer travel period and ahead of the back-to-school season.

Built around the line 'Jeena Hai Toh Colourfully Jiyo', the campaign features Mirza in a dual role and uses a visual transition to showcase the product.