JadeBlue, India’s leading men’s apparel label from Ahmedabad, popular for its undisputed quality and thoughtfully designed men’s comprehensive apparel needs, has recently extended its portfolio of offerings and included a lively collection of Modi Jacket® with a vision to blend tradition and modernity. The campaign is conceptualised and executed by Zero Gravity Communications.
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India is celebrating its rich heritage and originality in various aspects, spanning from culinary delights to the realm of fashion. In this cultural renaissance, young Indians are at the forefront, championing authenticity in their respective fields. Among them, JadeBlue stands out as a pioneer in redefining traditional Indian formal wear with the introduction of the Modi Jacket product line.
The Modi Jacket is more than just an article of clothing; it symbolises sophistication and cultural pride. Rooted in age-old Indian formal attire, JadeBlue has ingeniously reimagined this garment for the modern Indian man. Embodying a fusion of tradition and contemporary flair, the Modi Jacket encapsulates the essence of Indian style, making it an ideal choice for special occasions and formal gatherings.
While the saree remains a widely accepted choice for formal occasions among women, JadeBlue envisions the Modi Jacket redefining men’s formal attire, providing a fresh perspective that is aligned with the elevated consciousness of today’s Indian youth.
Using the choicest raw materials and with impeccable attention to detail, the Modi Jacket by JadeBlue exude India’s age-old culture while also showcasing contemporary design elements. Intending to promote the ethos of ‘Iconically Indian’, the new collection inspires like-minded people to uphold their identity and nationality with confidence. Interestingly, the brand went on to unveil a thoughtfully designed campaign video on YouTube and other Social Media channels showcasing the new range of Modi Jackets and their dynamic use cases across occasions, be it formal or ethnic.
In today’s fast-paced world, where globalisation often overshadows indigenous culture, there’s a growing trend among modern Indian men to reconnect with their roots through fashion. The resurgence of interest in authentic Indian attire reflects a desire to embrace heritage while embracing modernity. JadeBlue’s Modi Jacket perfectly cater to this sentiment, offering a seamless blend of tradition and trendiness.
“We are thrilled to unveil our Modi Jacket product line, which pays homage to our rich Indian heritage while catering to the discerning tastes of the modern man,” said Shambhav Chauhan, Executive Director at JadeBlue. “With the Modi Jacket, we aim to empower individuals to express their cultural identity with confidence and style by offering a concrete alternative to the conventional formal wear for men in India across occasions.”
Speaking about the launch of the Modi Jacket collection, he added “ The Modi Jacket, with its versatility to blend tradition and modernity, caters to both our age-old heritage and also the contemporary look and feel that the Indian consumer longs for.”
“We feel privileged and proud to have the opportunity to collaborate with the esteemed homegrown brand JadeBlue,” said Khushboo Sharma, Founder at Zero Gravity Communications. “The concept behind this campaign stems from the simple notion that as our lives return to their authentic and unrefined essence, why not extend this to men’s formal attire? Let Indian men reclaim ownership of traditional Indian formal wear in its original form.”
The film is produced by Cineman Productions which is helmed by Abhishek Jain.
JadeBlue has made the all-new range of Modi Jackets available at select stores nationwide and also online on its website and partner e-commerce channels.
