Weddings, charged with emotion, culminate in a crescendo of feelings as the bride walks down the aisle. Amidst the final flurry of festivities, she experiences a whirlwind of excitement, nerves, joy, and nostalgia. In their latest campaign, Mohey, from the house of Manyavar, captures these sentiments beautifully. Featuring Alia Bhatt as a traditional bride with a modern twist, the ad encapsulates the myriad thoughts and emotions that accompany such a momentous occasion.
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Source: ShaadiWish
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Marriage symbolizes a lifetime commitment, eliciting a range of reactions from the bride. From the thrill of embarking on a new journey to the heartache of leaving her family behind, each step down the aisle is accompanied by a flood of thoughts. As Alia enters the ballroom, her mind races with self-consciousness about her appearance, quickly dispelled by her confidence in Mohey's stunning lehenga. Passing her loved ones, she's momentarily taken aback by poignant reflections, yet swiftly redirects her focus to the joyous celebration.
Source: ShaadiWish
Alia, representing the contemporary generation, effortlessly portrays the gamut of emotions, blending bridal concerns with millennial sensibilities. Her portrayal not only captures the #DulhanWaliFeeling but also renders the advertisement universally relatable.
YouTube Video Link: https://www.youtube.com/watch?v=8YokmjQQHsw
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When was Mohey launched?
Mohey, a brand under Vedant Fashions Limited, was launched in 2015 to cater to and develop the company's presence in the women's ethnic and celebration wear market. The brand was launched as a separate entity to focus on the women's ethnic wear segment, which has been successful in establishing itself as a leading brand in the women's ethnic wear market.
Question: Who is the brand ambassador of Mohey?
Answer: Bollywood actress Alia Bhatt became the Brand Ambassador of Mohey in 2019[2]. The company has been cautious about scaling Mohey aggressively before getting unit economics right, but the brand has shown higher sales growth than the company's average. Mohey's SSSG (same-store sales growth) is higher than the company's average, and the management tracks Mohey's productivity, dead stock levels, inventory turnover ratio, and conversions at the store level.
Is Manyavar a Mohey brand name?
No, Manyavar and Mohey are separate brands under the parent enterprise Vedant Fashions Limited. Manyavar is a category leader in the branded Indian wedding and celebration wear market with a pan-India presence, while Mohey is the largest brand by number of stores in the women's Indian wedding and celebration wear market.
Why is Vedant Fashion falling?
Vedant Fashions, the parent company of Manyavar, has seen a decline in its stock price due to factors like a drop in net profit and sales in Q1FY24, fewer auspicious wedding dates affecting sales, a promoter group divesting stake through an offer for sale (OFS), expensive valuation, and competition from shops offering similar designs at lower prices.
