THE INDIAN GARAGE CO., a brand from the house of TMRW, has unveiled a new campaign titled #FreeStyleIt, featuring cricketer Surya Kumar Yadav (SKY). Conceptualised by DDB Mudra, the campaign positions the brand as more than just another fashion label, it’s a movement that celebrates versatility, self-expression, and premium design at the right price.
Set in a visually bold and slightly hyper-real world, the campaign film unfolds across surreal, meticulously crafted environments that combine cinematic storytelling with a modern aesthetic. Richly detailed props and layered compositions lend each frame a sense of depth and sophistication, amplifying the film’s elevated visual language.
Showcasing The Indian Garage Co.’s diverse collections including resortwear, streetwear, and winterwear, the campaign highlights pieces designed to move effortlessly across settings. It speaks to consumers seeking fashion that offers the perfect fit, fabric, and feel, allowing them to express who they truly are, with style as a natural extension of personality.
The campaign will debut on Instagram as the lead platform, supported by YouTube and in-store activations.
Part of TMRW’s House of Brands, a tech-led venture by the Aditya Birla Group, The Indian Garage Co. is among India’s fastest-growing fashion labels, offering a wide range of apparel and footwear for today’s style-conscious consumers. With a Gross Merchandise Value (GMV) of Rs 500 crore and a strong digital-first foundation, the brand continues to expand its footprint across India’s fashion landscape.
The Indian Garage Co. founder and CEO Anant Tanted 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. 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.”
DDB Mudra president and managing partner Menaka Menon 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.”
