Mumbai: Shobitam, a global D2C ethnic wear brand, today announced the launch of its latest campaign ‘If it’s a saree, It’s a Shobitam’ featuring actor and brand ambassador Vidya Balan. The campaign aims at showcasing Shobitam’s unwavering commitment towards preserving India’s timeless cultural fabric and inspiring women worldwide to celebrate the saree legacy by embracing it as a symbol of individuality and empowerment.

In the brand film, Balan is seen with a Director who narrates a script, set against a vintage backdrop. As she intently listens to the script, Balan slowly starts to embark upon a journey down memory lane, where suddenly her first love for sarees comes back flashing. Lost in a world of fantasy, she tries to recall her favourite styles. As she blissfully adorns her beloved sarees, mesmerized by her reflections in the mirror, she is overwhelmed with emotions with nostalgia, and revels in the sheer delight of wearing her cherished sarees. As reality pulls her back from surrealism and straight to the narration, she says, "And we never part, forever and ever." The film concludes with Balan descending the stairs as an epitome of grace, urging audiences to “Join the Saree Revolution'' brought to the world by Shobitam.

Sharing thoughts on this partnership, Balan said, "I am thrilled to be part of the Shobitam family and excited about our new campaign ‘If it’s a Saree, It’s a Shobitam!’. The sheer joy of wearing a saree makes you fall in love with yourself again and the saree is a symbol of our cultural identity. Shobitam’s unwavering commitment in making the saree accessible to anyone across the globe truly struck a chord with me. The authenticity of their offerings, wide selection, value added services and fast delivery was something that I personally experienced. So this shared journey of ‘Look Good, Do Good and Feel Good‘ and championing the saree revolution is truly exciting for me!”

Talking about the brand campaign, Shobitam co-founder & chief product officer Aparna Thyagarajan said, “We are thrilled to launch our latest campaign with our beautiful brand ambassador Vidya Balan. Through our new brand film, we hope to kick start the global “Saree Revolution” that thrives on emotional connection with the audiences through our beautiful creations. And, Vidya’s charismatic aura and her love for sarees just make her the perfect voice to helm this movement across India and the World. We do hope that audiences see Shobitam as a purveyor of traditional and handcrafted weaves and a reservoir of the timeless heritage of India. Our goal is to make Shobitam synonymous with the word Saree as a verb, where “If it's a saree, it is a Shobitam!.”