Mohey’s recent digital video campaign featuring Alia Bhatt tries to promote a more inclusive and equal space for women in marriage and in life. It strives for a balance between tradition and equality. Through the film, Alia talks about a new idea that creates a union between the ritual itself and its underlying thought process placed in modern context.
The film ends with a small but significant gesture of respect and proposes a beautiful change from Kanyadaan, to Kanyamaan. Vedant Modi, CMO, Vedant Fashions Limited, said, “Mohey has always symbolized the progressive women of our society. Through this commercial, we have tried to bring about a shift in the mindset of the general populace while being respectful and fervent towards our traditions and rituals”.
Adding to the thought, the very revered Alia Bhatt shared, “I absolutely believe in this thought and this is something very close to my heart. I am glad that I could be a part of this film and convey a message that might bring about a positive change in the society”.
