Treating the art of Tents and band musicians as a heritage. 

A Brand Campaign that is an emotional ode to the founder’s father’s journey.

As the Founder Narrates

My father was a ‘wedding tent decorater’ (with a firm called - Sindhi Tent House) in Delhi around the late 80-90s, a term which faded away with the oncoming of fancy wedding planners.

The job required him to direct the overall aesthetics of the wedding and arrange every single item at the venue. What he also did back then was to visit the phool mandi each morning with the florist and buy flowers by the kgs.

Spending a large part of my childhood around the weddings he planned, I accompanied him during his recces and and visits to the flower market. It became a routine for him to bring those mounts of florals home and fill them up in my room post the event, he knew I was obsessed with them. My room would smell like a garden for days.

While this Campaign began with an emotional ode to my father’s uncelebrated journey… as he never got his dues.. upon my research it also became about celebrating the people we so easily choose to forget.

The baarati bandwalas, and halwais who couldn’t keep up with the international music and cuisines millennials want at their wedding. The desi Shehnai and
ghazal singers who yearn for just another mehfil…and the old school film-camera shops who couldn’t keep up with fancy instagram wedding videos. The people who were responsible for putting together someone’s special day and had to slowly
fade into oblivion.

Sindhi Tent house is an ode and a celebration to the families and homes that run because of weddings. Its an ode to the lost glory block printed and handcrated bengali kanaats and tents of delhi….. the gaudy dj ka music in the colonies of lajpat nagar…. The sparkly tubelights of a baraat… and the jalebis and rabdi of a winter wedding.