SNITCH, the men’s fashion brand, has launched SEVEN:THREE – a streetwear-inspired collection built in partnership with Indian cricketer Mohammed Siraj. But this isn’t a typical celebrity drop. The campaign film at its centre strips away the glamour and goes straight to the struggle.
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The film opens with Siraj sitting alone, surrounded by voices questioning whether someone like him could ever make it to Team India. What follows is an honest, unhurried retelling of his journey – growing up in a modest household, his father driving an auto-rickshaw, his mother working in others’ homes, and a young Siraj seen as the carefree one with little direction.
He only began bowling seriously at 16, constantly facing scepticism about starting too late without formal coaching. One of the film’s most striking visual moments captures the shift from a tennis ball to a leather cricket ball – a simple but powerful symbol of his evolution from street cricket to international sport.
Anchored around the thought – “You don’t get what you wish for, you get what you work for” – the campaign positions SEVEN:THREE as more than a collection. It’s a mindset.
Chetan Siyal, CMO at SNITCH, said the campaign was designed to capture raw emotion and cultural relevance, translating Siraj’s values of resilience, discipline, and self-belief into fashion that feels bold and expressive.
For a generation that celebrates hustle, SEVEN:THREE hits differently.
