Mohey's New Ad Campaign Redefines Age-Old Traditions with a Shift from Kanyadaan to Kanyamaan

Heralding a paradigm shift in our mindset from considering a girl child to be a liability, the film talks about sharing each other's responsibility and journeying through thick and thin not only together but equally.
Mohey’s New Ad Campaign Redefines Age-Old Traditions with a Shift from Kanyadaan to Kanyamaan

India is a land of age old rituals and traditions and when it comes to weddings, these form an intrinsic part of the overall process and one of the most important being ‘Kanyadaan’. Highlighting upon this ritual and the conventional thought behind it, Mohey’s launched its new digital video campaign featuring Alia Bhatt, trying to promote a more inclusive and equal space for women in marriage and in life. It strives for a balance between tradition and equality. Through the film, Alia talks about a new idea that creates a union between the ritual itself and its underlying thought process placed in modern context.

Completely adhering to our traditions and being reverent to our rituals, this film at the same time takes a modern stance on the conventional belief. Heralding a paradigm shift in our mindset from considering a girl child to be a liability, the film talks about sharing each other’s responsibility and journeying through thick and thin not only together but equally.  The film ends with a small but significant gesture of respect and proposes a beautiful change from Kanyadaan, to Kanyamaan.

mohey

“Mohey has always symbolized the progressive women of our society. Through this commercial, we have tried to bring about a shift in the mindset of the general populace while being respectful and fervent towards our traditions and rituals,” said Vedant Modi, CMO, Vedant Fashions Limited.

Speaking about the making of the ad, Shreyansh Baid, Director, Shreyansh Innovations, maintained, “We have always believed in progressive communication and our main thought behind making this film was to convey a strong message that is rooted in the rich Indian culture, and yet takes it a step forward by deriving inspiration from the new-age Woman and the new-age society. With Alia onboard we have been able to create a communication that strikes a chord and invokes a positive change.”

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