The Indian Garage Co., a disruptor brand under TMRW, has launched its #FreeStyleIt campaign featuring cricketer Surya Kumar Yadav (SKY). Created by DDB Mudra, the campaign positions the brand as more than a fashion label, presenting it as a movement that promotes versatility, self-expression, and premium design at the right price.
Set in slightly hyper-realistic and cinematic environments, the campaign film features detailed props and an elevated visual grammar that gives it a bold and distinctive look. Produced by Twism Productions and directed by Shiv Parmeswaran, the film showcases the brand’s versatile collections, including resortwear, streetwear, and winterwear, designed to move across settings while letting individuals stay true to who they are. The message reinforces that fashion should not require choosing one style lane.
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 draws a parallel between SKY’s innovative, instinctive, and unconventional playing style and the brand’s identity of being bold, authentic, and unapologetically free. It encourages fashion as a form of personal expression instead of following set norms and reflects The Indian Garage Co.’s philosophy of breaking boundaries and redefining contemporary style. The brand aims to democratise fashion by delivering high-quality apparel that offers strong value.
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