The Indian Garage Co. (TIGC), one of India’s fastest-growing fashion labels under Aditya Birla Group’s TMRW House of Brands, has launched its latest campaign, #FreeStyleIt, featuring Indian cricketer Suryakumar Yadav (SKY) as brand ambassador.
The campaign celebrates individuality, versatility, and self-expression through modern, accessible fashion.
Developed by DDB Mudra, the campaign mirrors Yadav’s signature flair on the cricket field, inventive, fearless, and unconstrained, positioning TIGC as a brand that encourages people to break convention and express their personal style freely.
Commenting on the occasion, 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.
“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 added, “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 visually rich campaign presents Yadav in a series of stylized, cinematic settings, each reflecting a different aspect of the TIGC wardrobe, from resort wear and streetwear to winter essentials. The production’s design-led aesthetic reinforces the brand’s evolution toward a more premium, fashion-forward identity.
Rolling out across Instagram, YouTube, and in-store activations, #FreeStyleIt represents a major step in TIGC’s strategy to redefine affordable premium fashion in India. With a Gross Merchandise Value (GMV) exceeding ₹500 crore, the brand continues to expand its reach among digitally savvy, style-driven consumers.
Now live across digital and retail channels, #FreeStyleIt invites audiences to experiment, express, and, as the campaign declares, “style it your way.”
