Tasva, the modern Indian menswear brand from Aditya Birla Fashion & Retail Ltd., in collaboration with couturier Tarun Tahiliani, has unveiled its new brand vision, with cricket sensation Shubman Gill stepping in as its face. This marks Gill’s first association with a wedding-wear brand, symbolising a generational and cultural shift in how India celebrates marriage.
For decades, Indian weddings have been shaped by tradition, grand, elaborate, and bound by convention. Today’s couples are rewriting the rules, embracing authenticity, intimacy, and individuality. Tasva’s new chapter captures that change, blending modern design with India’s timeless craftsmanship to create wedding attire that reflects personal expression as much as cultural heritage.
Tasva’s redefined philosophy views weddings not as performances but as partnerships, where two people, with distinct identities, come together as equals. The brand champions a vision where love, care, and shared agency take precedence over rigid rituals, positioning itself as a bridge between old-world charm and contemporary confidence.
The campaign featuring Shubman Gill brings this narrative to life, showcasing the groom not as a silent participant but as an equal storyteller in the wedding journey. With his calm confidence, effortless style, and modern sensibility, Gill perfectly embodies Tasva’s ethos of “modernity grounded in culture.”
Speaking about his association, Shubman Gill shared, “My association with Tasva is special. Just like on the field, every innings is about balance, confidence, and expression – I believe weddings are no different. Tasva’s message of celebrating love with individuality and ease, while still respecting tradition, stood out for me. I’m excited to be part of this journey where modern grooms can play one of their most memorable innings in life with grace and confidence.”
For a generation that values authenticity as much as aspiration, Gill’s association signals a new phase in Indian menswear, one that’s refined yet relatable, rooted yet rebellious.
Couturier Tarun Tahiliani, co-creator of Tasva, elaborated on the brand’s evolving vision: “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.”
Tahiliani’s signature aesthetic, blending structure with softness, precision with poetry, mirrors the modern Indian groom’s journey: self-aware, expressive, and unafraid to redefine tradition.