mohey

Mohey’s recent digital video campaign featuring Alia Bhatt tries 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.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 Limited, said, “Mohey has always symbolized the progressive women of our society. Through this commercial, we have…