Tasva, a contemporary Indian menswear brand by Aditya Birla Fashion & Retail Ltd. in partnership with designer Tarun Tahiliani, has unveiled its new brand vision featuring cricket star Shubman Gill as its Ambassador. This collaboration marks Gill’s inaugural association with a wedding wear brand, signifying a pivotal moment in Tasva’s evolution by redefining weddings as a celebration of love, intimacy, and mutual agency instead of adhering to traditional norms. Historically, weddings have been shaped by societal pressures and familial expectations. However, modern couples are now crafting their own narratives, embracing differences and celebrating individuality. Tasva embodies this transformation, offering premium, contemporary, designer-driven attire while honoring the richness of Indian culture.
The brand’s philosophy emphasizes that marriages are about equality, where two individuals and their unique worlds unite meaningfully. The campaign featuring Shubman Gill encapsulates this ethos by portraying weddings as genuine journeys filled with joy, love, and intimacy, rather than mere performances. Representing a confident and aspirational generation, Gill reflects the values that Tasva promotes—modernity rooted in cultural heritage, with an aesthetic that celebrates personal choice and partnership. Commenting on the collaboration, Gill expressed, “My association with Tasva is special. Just as in cricket, each innings requires balance, confidence, and expression, I believe weddings are quite similar. Tasva’s message of honoring love with individuality and grace while respecting tradition resonated deeply with me.
I’m thrilled to be part of this journey, allowing modern grooms to experience one of life’s most memorable innings with confidence and elegance.” Tarun Tahiliani remarked, “At Tasva, we view weddings as deeply personal celebrations where individuality and heritage blend harmoniously. Shubman Gill symbolizes the confident and progressive India we design for. With his involvement, we further Tasva’s mission of celebrating love and equality through exceptional design.” Ashish Mukul, Brand Head of Tasva, stated, “Tasva represents more than just clothing; it embodies a forward-thinking concept. Weddings are increasingly focused on the couple at their core, with families joyfully participating. With Shubman Gill as our ambassador, we aim to reinforce this vision for a new generation of couples.
