New Delhi, October 26th, 2026: SNITCH, the homegrown menswear brand, has reunited with Sufi singer and songwriter Bismil for Bismil 2.0, a campaign built around the idea that everyone has their own way of expressing themselves. Following their previous collaboration, the latest association brings together fashion and music to explore how people communicate their identities, ideas and individuality.
At the heart of the campaign is a film that moves across different forms of creative expression. It begins with Bismil tapping a rhythm on a wooden table before introducing individuals who express themselves in distinct ways: a designer bringing ideas to life through sketches and fabrics, a man showcasing his personal style, and a DJ translating creativity into music.
As these individual stories unfold, the film builds towards a shared message: the medium may differ, but expression is what connects people. Bismil brings the narrative together by reflecting on how expression shapes identity, builds connections and allows individuals to discover their own creative voice.
Commenting on the campaign, Chetan Siyal, CMO and founding member of SNITCH, said, “At SNITCH, we see fashion as a form of self-expression, where personal style reflects how people see themselves and what they want to communicate to the world. With Bismil 2.0, we wanted to bring this idea to life by exploring the different ways people express their individuality, whether through music, creativity or the way they dress. Our collaboration with Bismil brings these forms of expression together in a way that feels relevant to how people connect with style today.”
Through Bismil 2.0, SNITCH explores fashion as more than a choice of clothing, positioning personal style as a way for individuals to communicate who they are. The campaign brings this idea to life through a combination of music, visual storytelling and contemporary menswear.
The collaboration features a new collection comprising 35 SKUs, extending SNITCH’s contemporary menswear portfolio.
About SNITCH
SNITCH is a Bengaluru-based, digital-first menswear brand founded in 2020 by Siddharth Dungarwal. The brand focuses on contemporary, trend-led menswear and has expanded its presence through an omnichannel model combining online retail with physical stores.
