Wishful, the premium celebration wear brand from Aditya Birla Fashion and Retail (ABFRL), was launched today with a cinematic campaign to mark the beginning of the festive season. Crafted for the modern Indian woman, Wishful introduces reimagined aesthetics through a distinct design language, offering ensembles that reflect sophisticated luxury for every celebration.
Conceptualised by Ogilvy, the campaign is set against otherworldly backdrops drawing on the dreamlike light and expansive horizons of the landscape to create an evocative backdrop for festive fashion. The campaign’s visual language is crafted to feel timeless yet modern.
Speaking about the campaign, Puneet Sewra, Chief Marketing Officer – TCNS Division, Aditya Birla Fashion and Retail, said, “With Wishful’s launch, we wanted to mark the beginning of the festive season with more than just a collection — we wanted to evoke a feeling. The campaign is a cinematic celebration of modern Indian elegance, where every frame captures the dreamlike beauty of festivities and the emotion of dressing for meaningful moments. Shot against ethereal landscapes and styled with jewel-toned grace, the visuals reflect the brand’s essence — sophisticated, expressive, and timeless. Wishful is for the woman who celebrates with individuality and quiet confidence, seeking occasion-wear that elevates not just her style but also the spirit of every celebration.”
