India, September 2024: Mohey, India’s leading wedding wear brand, unveils its latest campaign, “Jab Aap Taiyaar, Hum Taiyaar,” featuring Bollywood Actress and the new brand ambassador, Janhvi Kapoor. In a culture often shaped by societal expectations and strict timelines, many women face pressure to make life-altering decisions, like marriage, before they feel personally ready. Mohey’s empowering brand-new campaign encourages women to embrace marriage on their own terms and at their own pace. The campaign marks Mohey’s evolution from a bridal wear brand to a complete wedding wear brand. It now offers a wide range, including lehengas, sarees, Indo-westerns, and stitched suits for both brides and bridesmaids for every wedding occasion.
On the launch of the campaign film, Vedant Modi, Chief Revenue Officer at Vedant Fashions stated, “The idea behind ‘Jab Aap Taiyaar, Hum Taiyaar’ is to reflect a shift in how marriage is perceived by today’s women. It’s not about societal timelines but about personal growth and empowerment. Mohey is here as a companion to every woman’s journey, ready to celebrate her individuality and choices when she feels it’s the right moment. We are so happy to welcome Janhvi Kapoor to our Mohey family!
On becoming the brand ambassador for Mohey, Jahnvi Kapoor said, “As the face of Mohey, I am thrilled to partner with a brand that embodies a forward-thinking approach to modern womanhood. The idea that marriage is a deeply personal decision, with no singular ‘right time’ for everyone, aligns closely with my own values. Mohey’s message of empowering women to make choices on their own terms is both powerful and timely, and I am proud to represent this progressive spirit.”
The “Jab Aap Taiyaar, Hum Taiyaar” campaign dives into the emotional journey that women experience as they consider marriage. In a visually captivating video, Janhvi Kapoor is shown alongside her squad in a grand wedding setting. Through a series of candid conversations, the campaign showcases the evolving dynamics around marriage decisions—portraying that it’s no longer just about tradition but personal readiness. The film focuses not only on the bride but also on her bridesmaids, each exploring their own thoughts and feelings about marriage, breaking the stereotype that there’s a fixed time to get married. It highlights the belief that emotional readiness comes from within and is unique to everyone. Entrepreneur and Actor Parul Gulati is also featured in the campaign, representing the strong, independent corporate women of today, making this campaign relatable to a wider audience balancing their personal and professional lives.
The main highlight of the campaign “Shaadi ka koi ek right time nahi hota. You’ll feel ready, jab tum dil se ready hogi,” is a reminder that marriage is a personal choice. This 360 campaign marks a new era for Mohey, standing at the intersection of tradition and modernity, where every woman is empowered to define her own journey.
The campaign introduces Mohey’s expanded product line, offering contemporary styles for the bride and bridesmaids. In addition to Mohey’s presence across 170+ stores nationwide, the brand also offers video call appointments via its website. Customers can now also opt for in-store personalized styling and tailoring services in select cities.