Tasva, the modern Indian menswear brand by Aditya Birla Fashion & Retail Ltd. in collaboration with celebrated couturier Tarun Tahiliani, has announced its new brand vision with Indian cricket icon Shubman Gill as its brand ambassador.
This marks Shubman Gill’s first-ever association with a wedding wear brand, signaling a bold cultural shift in Indian weddings—celebrating love, intimacy, and equality over rigid, traditional norms. For generations, weddings were defined by societal expectations, but today, couples are embracing individuality and writing their own stories. Tasva embodies this transformation by offering premium, contemporary, designer-led clothing rooted in Indian cultural heritage.
The new campaign featuring Shubman Gill presents weddings as authentic, emotional journeys filled with joy, not staged performances. Representing a progressive, confident generation, Gill aligns with Tasva’s vision of modernity grounded in culture.
Sharing his thoughts, Shubman Gill said, “Just like on the field, weddings are about balance, confidence, and expression,” adding that Tasva’s philosophy of celebrating love with individuality resonated with him. Tarun Tahiliani emphasized that weddings are intimate celebrations where heritage and individuality merge, and that Shubman Gill perfectly represents the evolving Indian groom.
Ashish Mukul, Brand Head of Tasva, stated that the brand stands for a progressive idea—where weddings center around the couple, with families as joyful partners. With Shubman Gill, Tasva aims to strengthen this modern narrative, making each groom’s journey memorable.