SNITCH Launches Mohammed Siraj-Led ‘SEVEN:THREE’ Streetwear Campaign
SNITCH has launched the “SEVEN:THREE” campaign and streetwear collection featuring Mohammed Siraj, inspired by resilience, discipline and self-belief.
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SNITCH has launched the campaign film for its latest collaboration with Indian cricketer Mohammed Siraj, unveiling the “SEVEN:THREE” collection, a streetwear-inspired fashion drop centred around themes of discipline, resilience, hard work and self-belief.
The campaign film focuses on Siraj’s personal journey from modest beginnings to representing India on the international cricket stage, moving away from conventional celebrity-fashion storytelling and instead highlighting the struggles, doubts and persistence that shaped his career.
The film opens with Siraj sitting alone while background voices question his chances of making it to the Indian cricket team, establishing a narrative built around perseverance and overcoming skepticism.
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Journey Built On Hustle:
As the story unfolds, Siraj reflects on growing up in a financially modest household, where his father worked as an auto-rickshaw driver and his mother worked in people’s homes, while his brother focused on academics to support the family’s future.
The campaign also traces Siraj’s unconventional path into professional cricket, highlighting that he only began bowling seriously at the age of 16 and faced repeated doubts about starting too late without formal coaching.
One of the film’s central visual moments shows the transition from a tennis ball to a leather cricket ball, symbolising Siraj’s journey from local street cricket to professional sport.
According to the campaign, Siraj’s rise was shaped not by privilege but through discipline, consistency and determination.
The film also includes emotional references to Siraj’s memories of his father encouraging him to make India proud, alongside visuals connected to his India debut.
Anchored around the message, “You don’t get what you wish for, you get what you work for,” the campaign positions the SEVEN:THREE collection as more than a fashion collaboration and instead as a reflection of a mindset associated with hustle, resilience and ambition.
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Storytelling Beyond Fashion:
Commenting on the collaboration, Siraj said the collection reflects values he personally connects with, including discipline, resilience and belief in oneself during difficult phases of life.
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“A big part of my journey has been believing in my own strength, especially during the toughest phases,” Siraj said.
Speaking about the campaign, Chetan Siyal said the company wanted to create a narrative that extended beyond fashion and connected with the aspirations and emotions of younger audiences.
“Siraj’s journey represents resilience, hunger, and self-belief, values that strongly connect with today’s generation,” Siyal said.
According to the company, the campaign film combines emotional storytelling with fashion-led expression while positioning the collection around bold, culturally relevant streetwear aesthetics.
For marketers, the campaign reflects how fashion and lifestyle brands are increasingly using real-life personal journeys and emotionally driven storytelling to build stronger cultural relevance and audience connection beyond traditional celebrity endorsements.
