Mohey unveils new campaign starring Alia Bhatt

Mohey, an ethnic wear brand and a subsidiary of Manyavar, has launched a digital video campaign in reference to Indian weddings. The ad-film stars Bollywood actress Alia Bhatt.

The actress talks about the 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 takes a modern stance on the conventional belief. Heralding a paradigm shift in our mindset from considering a girl child to be a liability, it 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'.

Vedant Modi, CMO, Vedant Fashions Ltd, said: "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."

Adding to the thought,Alia Bhatt said: "I absolutely believe in this thought and this is something very close to my heart. I am glad that I could be a part of this film and convey a message that might bring about a positive change in the society."