TIGC launches #FreeStyleIt campaign with Surya Kumar Yadav

The Indian Garage Co. (TIGC), part of Aditya Birla Group’s TMRW House of Brands, has launched its new campaign #FreeStyleIt, featuring cricketer Surya Kumar Yadav (SKY).

The campaign, developed with DDB Mudra, promotes individuality and self-expression in fashion.

Drawing inspiration from Yadav’s dynamic and fearless batting style, the campaign connects his versatility on the field with the freedom to express oneself through clothing.

The visuals showcase a blend of urban and stylised settings, reflecting how fashion adapts to different moods and occasions rather than following fixed trends.

The campaign covers TIGC’s full range, including streetwear, resort wear, and winter collections. It will roll out first on Instagram, followed by YouTube and in-store activations.

• TIGC unveils #FreeStyleIt campaign with cricketer Surya Kumar Yadav
• The Indian Garage Co. promotes individuality through #FreeStyleIt fashion drive
• TIGC partners with SKY to celebrate self-expression in new style campaign

Anant Tanted, Founder and CEO of TIGC, said, “SKY perfectly represents what we stand for — adaptability, creativity, and confidence. His personality mirrors how we want people to experience fashion.” He added that TIGC aims to deliver premium quality without the “brand tax,” reinforcing its positioning as a value-driven fashion brand for modern consumers.

Menaka Menon, President and Managing Partner at DDB Mudra, said, “Today’s consumers switch personas constantly. Every moment — a meeting, an outing, or a photo — is a chance to express themselves. #FreeStyleIt captures this attitude.”

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With this campaign, TIGC continues to strengthen its digital-first presence and connect with India’s youth audience. The brand aims to position #FreeStyleIt as more than a fashion message — a call to express individuality and confidence in everyday style.