Suta unveiled its first campaign film shifting the focus back to sarees as garments of spontaneous choice. The apparel house underscored the versatility of sarees, and aims to
take the garment to wider audiences with varied lifestyles. The brand film has been conceptualised by Hermes Media.
“Sarees can be worn anywhere and everywhere. That’s what fuelled our idea behind Suta. And that’s how this ad came to fruition,” said Sujata Biswas, co-founder of Suta.
The brand film shows a younger sister getting on and about with coordinating all the preparations for her sister’s wedding. From some serious heavy-lifting to climbing ladders to get decorations just right, a sister has no time to sit still. And when she does she spends it playing with children and troubling her sister – and all in a day’s work, dressed in a saree.
“Excitement is only natural. The production marks a new chapter in our journey but there’s more to it. We will forever cherish the process involved as a learning experience. So much goes into communicating the principles of your brand! We held several meetings, reconsidered words, phrases and visuals to put across our ideology. We have always wanted our creations to mirror real people — their joys and struggles. And our latest offering fulfills that want with amplified vigour,” Biswas added.
“The younger generations will carry the tradition of wearing sarees with aplomb forward. We have an eclectic collection of festive sarees and blouses. However, each product holds comfort as its core concern. You don’t need to feel tied down to look gorgeous; pleating your saree shouldn’t be a woe; and you should be able to play, travel, work and also make an appearance in a saree. Our film emphatically ticks off those boxes,” said Suta co-founder Taniya Biswas.
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