The Indian Garage Co. (TIGC), a fashion brand under the TMRW House of Brands by Aditya Birla Group, has launched its new campaign titled #FreeStyleIt, featuring cricketer and brand ambassador Surya Kumar Yadav (SKY). The campaign has been conceptualised and executed by DDB Mudra.
According to the brand, the campaign aims to highlight fashion as a form of individual expression rather than adherence to conventional trends. Drawing inspiration from Surya Kumar Yadav’s instinctive and unconventional batting style, the #FreeStyleIt campaign seeks to reflect a similar attitude in personal style — one that is adaptable, authentic, and unconstrained.
The campaign film is set in stylised, hyper-realistic environments and focuses on presenting fashion through cinematic visuals and symbolic elements. The brand stated that these visual elements are intended to represent its evolved identity and approach towards contemporary Indian fashion.
Anant Tanted, Founder and CEO, The Indian Garage Co., said, “SKY, our brand ambassador, is the perfect embodiment of what we stand for: adaptability, creativity, and breaking the mould. His ability to own every moment, whether it is a high-pressure chase or a casual celebration, mirrors how we want people to experience fashion. With #FreestyleIt, we are saying you do not need to choose between style and substance. You just need fits that work as hard as you do, across occasions, moods, and identities.”
He further added, “This campaign reinforces The Indian Garage Co.’s position as a brand built for the modern Indian consumer. It signals a new era for us; one anchored in a refreshed visual identity and a clear promise: premium fashion at the right price, with no brand tax attached.”
Menaka Menon - President and Managing Partner, DDB Mudra commented, “Our consumer is constantly shape-shifting between roles and personas. And every occasion, every meeting, every picture, is an opportunity to flex. #FreeStyleIt brings to life this ethos, and showcases the various lines and collections from The Indian Garage Co. in the context of his many flexes.”
The campaign showcases multiple categories from The Indian Garage Co.’s collection, including resort wear, streetwear, and winter wear. As informed by the company, it will be rolled out primarily on Instagram, followed by YouTube and in-store displays.
The Indian Garage Co. is part of the TMRW House of Brands, a tech-led fashion venture by Aditya Birla Group. According to the company, it has a Gross Merchandise Value (GMV) of ₹500 crore and a strong digital-driven retail presence.
Watch the Campaign here:
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