07 November, 2025: The Indian Garage Co., a disruptor brand from the house of TMRW, has unveiled a bold new campaign #FreeStyleIt, featuring cricketer Surya Kumar Yadav (SKY). Created by DDB Mudra, the campaign, which marks a defining moment for the brand, positions it as more than just another fashion brand. It is a movement that champions versatility, self-expression, and premium design at the right price.
Anyone who has watched SKY play knows just how innovative, unconventional, and instinctive his cricketing style is. In the same spirit, #FreeStyleIt is an expression of The Indian Garage Co. ‘s identity: bold, authentic, and unapologetically free.
The campaign celebrates a mindset where fashion becomes a medium of self-expression rather than conforming to a pre-set notion. It mirrors the brand’s core philosophy of breaking boundaries and redefining what contemporary style can be. Just as SKY has reshaped Indian cricket with unexpected, inventive shots, The Indian Garage Co. is democratising fashion, delivering high-quality apparel that delivers high value.
Set in a slightly hyper-realistic world, the video campaign film unfolds across surreal, meticulously crafted environments. These give the campaign a bold, elevated visual language that feels both cinematic and fresh. Props anchor the foreground, adding depth and dimension. The result? A visual grammar that feels elevated, cinematic, unapologetically bold, and unmistakably The Indian Garage Co.
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 showcases Indian Garage Co.’s versatile collections, including resortwear, streetwear, and winterwear, outfits designed to move seamlessly across contexts. Whether it is a beach escape or a winter chill session, the brand delivers fits that let you switch styles without switching who you are. The campaign speaks to anyone looking for fashion that gives the right fit, fabric, and feel, allowing them to be exactly who they are, with their outfits simply being an extension of their personality. It’s fashion that does not ask you to pick a lane because, honestly, why should you?
The campaign will roll out on Instagram as the lead platform, supported by YouTube and in-store displays. It signals a new era for Indian Garage; one anchored in a refreshed visual identity and a clear promise: premium fashion at the right price.
The Indian Garage Co., a part of the TMRW, House of Brands (a tech-led venture by Aditya Birla), is among India’s fastest-growing fashion brands offering a diverse range of apparel and footwear catering to today’s fashion-forward individuals. Synonymous with comfort and quality, The Indian Garage Co. has a Gross Merchandise Value (GMV) of INR 500 Cr and a robust digital foundation. For more information and the latest collections, please visit https://tigc.in/.
Credits:
Creative: Rahul Mathew, Pradeep Ravindran, Ashwin Lingam, Rohini Bothra, Darineh Zal
Business: Arjit Upadhyaya, Tarun Sathyanath
Strategy: Menaka Menon, Pranav Jyothi
Production House: Twism Productions
Director: Shiv Parmeswaran
