TIGC champions resilience with “#BeYourOwnSky” campaign featuring Suryakumar Yadav

TIGC and Suryakumar Yadav aims to inspire individuals to embrace their individuality, overcome challenges, and achieve their dreams.

TIGC, a prominent Indian fashion brand, has launched a new campaign titled “#BeYourOwnSky” in collaboration with the star cricketer, Suryakumar Yadav.

The campaign aims to inspire individuals to embrace individuality, overcome challenges, and achieve their dreams. It champions themes of resilience, self-expression, and authenticity, encouraging people to defy societal expectations and carve their paths.

Sky served as the campaign’s central figure. He shared his inspiring journey on his Instagram page, highlighting the importance of perseverance and self-belief in achieving success and the source of inspiration, his wife, Devisha Shetty.

“#BeYourOwnSky” extends beyond social media posts. The high-octane video featured the Mr 360 in a rap persona. The video showcased the brand’s latest streetwear collection, visually aligning with the campaign’s message of empowerment and self-expression.

Furthermore, the campaign incorporates the “#NeverGivesUpChallenge,” a social media initiative encouraging users to nominate or tag individuals who inspire them with their relentless pursuit of dreams.

Speaking at the campaign’s launch, Anant Tanted, Founder & CEO, of TIGC, said, “SKY’s meteoric rise in cricket despite facing numerous challenges resonates deeply with our brand ethos of resilience and empowerment. We aim to ignite that same spirit of determination within our community, encouraging them to embrace their uniqueness and never give up on their dreams.”

Expressing his delight, Suryakumar Yadav highlighted that, “Inspiration can come from anywhere, and I found mine right next to me. Through the “NeverGivesUpChallenge, I look forward to seeing the stories, which will also serve as an inspiration to everyone, including me. If my journey can inspire anyone to discover their resilience and determination, I’ll feel immensely fulfilled.”

Anant Tanted founded The Indian Garage Co., or TIGC, in 2012. It became a leading D2C House of Brands in India, experiencing rapid growth and consistently ranking among the top five brands across major marketplaces. TIGC operates under a ‘House of Brands’ model, featuring three distinct brands: TIGC (menswear), FreeHand (womenswear), and Hardsoda (Men’s Plus Size Brand). This approach allows the brand to offer a distinctive product portfolio exceeding 3,000 styles, catering to a wide range of customers.

Suryakumar, currently leading the ICC T20 batting rankings and playing for Mumbai Indians (MI) in the Indian Premier League (IPL) 2024, has amassed 334 runs with three fifties and a hundred in nine innings. He’ll next face Kolkata Knight Riders (KKR) on May 11 at 7:30 PM IST and will represent India in the ICC Men’s T20 World Cup 2024 in June.

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