CE DESK 
Tasva appoints cricket star Shubman Gill as its brand ambassador, marking a new era in contemporary Indian wedding fashion embracing personal style and modern traditions.
Aditya Birla Fashion & Retail’s Tasva, a modern Indian menswear brand in collaboration with couturier Tarun Tahiliani, has appointed Indian cricket star Shubman Gill as the brand ambassador. This is Gill’s first association with a wedding wear brand and demonstrates Tasva’s effort in focusing on the new Indian weddings as personal celebrations devoted to love and individuality, as opposed to the public spectacle and deep-rooted traditions.
In the new campaign showcasing Shubman Gill, Tasva emphasizes the modern groom as a self-assured individual who strikes a balance between culture and personal expression. The brand is in tune with modern weddings as couples today actively design their weddings focusing on equality, joy, and authenticity, and, most importantly, moving away from the traditional narrative. Gill, as a leading figure from the new generation of aspirational and modern Indians, champions equality and collaboration in marriage as a partnership and a departure from ritualistic practices.
Tasva’s fusion of rich Indian heritage with contemporary design provides grooms with endless options to express their personal styles while creating a design with a formative cultural component. The campaign actively portrays the transition from the ritualistic focus to the meaningful and heartfelt connection of the couple who are placed at the center of their wedding. With Gill as the new ambassador, Tasva hopes to inspire confidence in couples while celebrating the strong bonds as the foundation of contemporary Indian weddings.nation with the most resonating and brilliant stories ever told and campaigns ever designed.
Ashish Mukul, Brand Head, Tasva, said, “Tasva has always stood for more than just clothing – it stands for a progressive idea. Weddings are no longer about rituals alone, but about the couple at the heart of them, with families as joyful partners. With Shubman Gill as our ambassador, we look forward to strengthening this vision for a new generation of couples.”
Tarun Tahiliani added, “At Tasva, we believe weddings are among the most intimate of celebrations – where individuality and heritage come together seamlessly. Shubman Gill represents the confident and progressive India we design for. With him, we continue Tasva’s vision of celebrating love and equality through impeccable design.”
