Alia Bhatt becomes The new face of Mohey

Mohey, from the house of Manyavar, has roped in Bollywood star Alia Bhatt as its new brand ambassador. As a part of this collaboration, Bhatt will endorse Mohey – an ethnic celebration wear for women through a television commercial film launched on 30th August 2019 and has been making rounds on social media platforms ever since.

Alia Bhatt is not only known for her impeccable acting prowess but also for her fashion choices. She is touted as the next generation actress who is ready to experiment, be it in the movies or in fashion. Young, dynamic, vivacious and very talented Alia Bhatt is the current fashion diva for millions of young girls across the country who idolize her.  Her youthful energy personifies the brand Mohey and will help in strengthening its bond with the young generation in India.

Spread across in 3 countries200+ cities with 578+ stores, the brand is planning to expand its reach with 600 Exclusive Brand Outlets by 2020100 shops in shops and 500 Multi Brand Outlets across the country with business ties in the U.S.A., the U.K. and the Middle East.

Ravi Modi, Managing Director, Manyavar commented on the collaboration, “Alia’s association with Manyavar is a big step forward for the brand. In the recent past, Alia has been revered for her remarkable performances and this belief in being her truest self has furthered the alliance. As a brand Mohey too believes is embracing and celebrating every unique identity and Alia was the perfect match for our brand ethos. Together we hope to celebrate and journey a long way.”

Commenting on the association, Alia Bhatt said, “I am extremely excited to work with Manyavar Mohey. I look forward to connecting with young women everywhere, through this campaign, which is all about a bride’s emotions on her special day. It was great working with Mohey, and I hope everyone loves the work!”

Commenting on the occasion, Shreyansh Baid, Founder & CEO, Shreyansh Innovations Pvt Ltd said, “The moment in which a girl becomes a bride is perhaps one of the most remarkable moments of her life. She goes through a seesaw of emotions as she takes each step into this new life. Through this film, we wanted to tap into this mixed bag of rollercoaster feelings that a girl goes through. With this fantastic association with Alia Bhatt, we wanted the film to be a reflection of her energy and youthful exuberance. Creating a beautiful marriage between the modern and the traditional.”

The television campaign has been conceptualized and executed by Shreyansh Innovations and directed by Abhishek Verman, where Alia Bhatt is seen in a traditional bridal avatar.  

The new campaign, centred around the theme #SeesawJaiseUpDown, explores the question that a bride goes through on her wedding day - Am I ready to be a bride? Though skeptical at the start, Mohey bride Alia embraces this whirlwind of emotions with a dazzling smile and goes onto win everyone’s heart in her stunning red bridal lehenga. Because being a bride isn’t a performance; it’s a feeling - the Dulhan Waali Feeling.


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