The Indian Garage Co. (TIGC), part of the TMRW House of Brands, has unveiled its new campaign #FreeStyleIt, featuring cricketer Surya Kumar Yadav (SKY) as its brand ambassador. Conceptualised by DDB Mudra, the campaign celebrates individuality and personal style, positioning TIGC as a modern, versatile fashion brand for today’s dynamic consumer.
Link: https://www.instagram.com/reel/DQo1CD-EjLA/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
The campaign film presents SKY in a series of stylised, surreal settings that highlight TIGC’s refreshed visual identity and its diverse apparel range – spanning resortwear, streetwear, and winterwear. Each scene reflects the brand’s focus on adaptability and expression through fashion.
Anant Tanted, founder and CEO of The Indian Garage Co., said, “SKY embodies our core values of adaptability, creativity, and self-expression. Whether he’s under pressure on the field or celebrating off it, he represents the spirit of #FreeStyleIt – fashion that fits every mood, moment, and identity. This campaign signals a new era for TIGC, built on the promise of premium fashion at the right price – with no brand tax attached.”
Menaka Menon, president and managing partner at DDB Mudra, added, “Today’s consumer constantly shifts between roles and personas. Every moment is a chance to flex. #FreeStyleIt brings this idea alive by showcasing TIGC’s range in the context of modern individuality.”
The campaign rolls out primarily on Instagram, supported by YouTube and in-store activations, marking a bold step for TIGC in redefining fashion freedom and everyday style.
