Brand Tone

Aspirational & Elegant, Contemporary & Rooted, Celebratory & Joyful, Confident & Expressive, Accessible Luxury

Brand Values

• •Individuality & Self-Expression
• •Comfort & Style
• •Craftsmanship & Quality
• •Heritage & Modernity
• •Accessibility
• •Redefining Tradition

Best Practices

• •Embrace "Ek Naya Nazariya": Infuse a fresh perspective into all communications. Highlight how Tasva is modernizing traditional wear, making it more comfortable, stylish, and relevant for today's man.
• •Balance Heritage with Modernity: Consistently weave in references to Indian craftsmanship, textiles, and cultural richness while framing them in a contemporary, aspirational context. Use evocative language that speaks to both tradition and innovation.
• •Speak the Language of Celebration and Individuality: Use an upbeat, confident, and joyful tone. Encourage self-expression and focus on how Tasva enables men to feel their best and enjoy their special occasions freely.
• •Highlight Comfort without Sacrificing Elegance: Continuously reinforce the unique selling proposition of comfort combined with designer style. Address the pain point of uncomfortable ethnic wear and position Tasva as the solution.
• •Maintain Visual and Verbal Synergy: Ensure that the copy complements the high-quality, elegant, and modern imagery used across all platforms. The language should be as sophisticated and aspirational as the visuals. Use a mix of English and culturally relevant Hindi phrases where appropriate to connect with the target audience.

Social Perception

Positive Association, Modern & Stylish, Go-to for Occasion Wear, Rapidly Growing Presence, Symbol of National Pride, Areas for Improvement

Copy Examples

• •Headline (Website Banner/Social Media Ad for Wedding Collection): Your Story. Your Style. Your Tasva. Ek Naya Nazariya to Wedding Celebrations. Body: Crafted for the modern man who honours tradition yet dances to his own beat. Discover sherwanis and kurtas that blend timeless elegance with contemporary comfort. Because your special day deserves nothing less than the perfect expression of you.
• •Instagram Caption (Showcasing a new Festive Kurta): উৎসবের আমেজ, Tasva-র সাথে। (Utsaber aamej, Tasva-r saathe - The feeling of celebration, with Tasva). This festive season, embrace comfort that doesn’t compromise on style. Our new [Product Name] kurta, woven with heritage, designed for today. #TasvaMan #FestiveVibes #IndiaModern #EkNayaNazariya
• •Email Subject Line (New Collection Launch): Be the Celebration: Discover the New Tasva Collection! Body Snippet: Dear [Customer Name], Step into a world where heritage meets innovation. The latest from Tasva is here – an exquisite collection designed by Tarun Tahiliani, offering unparalleled comfort and impeccable style for every cherished moment. Explore now and redefine your celebratory wear.
• •Facebook Ad (Targeting Grooms-to-be): Sada Mast Raho on Your Big Day! With Tasva, it's not just an outfit, it's your attitude. Experience the freedom of movement, the luxury of fine fabrics, and designs that speak your language. Find your perfect wedding ensemble and own every moment. #TasvaGroom #WeddingWear #ComfortAndStyle
• •Product Description Snippet (for an Indo-Western Outfit): Where East seamlessly weds West. The [Product Name] jacket set is a masterclass in fusion. Tailored for the global Indian, it brings together traditional motifs with a contemporary cut, ensuring you make a statement that is both rooted and refreshingly modern. Perfect for the celebrations that call for a touch of effortless sophistication.