Mumbai: The Indian Garage Co. (TIGC), a disruptor brand from the TMRW House of Brands, has launched its latest campaign, #FreeStyleIt, featuring star cricketer and brand ambassador Surya Kumar Yadav (SKY). Conceptualised and executed by DDB Mudra, the campaign captures TIGC’s vision of reimagining fashion as a canvas for personal expression, individuality, and freedom.
Much like SKY’s unconventional and inventive cricketing style, #FreeStyleIt celebrates self-assured originality — a mindset that breaks fashion stereotypes and redefines what contemporary Indian style can be. TIGC positions itself not merely as a fashion brand but as a movement that champions versatility, authenticity, and premium design at accessible prices.
Set in a bold, cinematic world, the campaign film unfolds across surreal, visually striking environments that blend realism with imagination. The meticulously designed sets and hyper-real visuals bring to life the brand’s creative energy — elevated, expressive, and unapologetically TIGC.
Speaking on the campaign, Anant Tanted, Founder and CEO, The Indian Garage Co., said, “SKY, our brand ambassador, is the perfect embodiment of what we stand for: adaptability, creativity, and breaking the mould. His ability to own every moment, whether it is a high-pressure chase or a casual celebration, mirrors how we want people to experience fashion. With #FreeStyleIt, we are saying you do not need to choose between style and substance. You just need fits that work as hard as you do, across occasions, moods, and identities.”
He further added, “This campaign reinforces The Indian Garage Co.’s position as a brand built for the modern Indian consumer. It signals a new era for us; one anchored in a refreshed visual identity and a clear promise: premium fashion at the right price, with no brand tax attached.”
Menaka Menon, President and Managing Partner, DDB Mudra, commented, “Our consumer is constantly shape-shifting between roles and personas. And every occasion, every meeting, every picture, is an opportunity to flex. #FreeStyleIt brings to life this ethos, and showcases the various lines and collections from The Indian Garage Co. in the context of his many flexes.”
The campaign highlights TIGC’s versatile product lines — from resortwear and streetwear to winterwear — designed to move fluidly across occasions. Whether it’s a spontaneous beach getaway or a chill winter session, TIGC offers fits that let wearers switch styles without switching who they are.
Rolling out primarily on Instagram, supported by YouTube and in-store activations, the campaign signals a refreshed era for The Indian Garage Co., defined by innovation, inclusivity, and accessible luxury.
A part of TMRW, House of Brands — Aditya Birla Group’s tech-led fashion venture — The Indian Garage Co. is among India’s fastest-growing homegrown fashion brands, offering a diverse range of apparel and footwear that blend comfort, quality, and contemporary style. With a Gross Merchandise Value (GMV) of INR 500 Cr, TIGC continues to strengthen its digital-first foundation and fashion-forward community.
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