Premium Indian ethnic wear brand Aikyatha announced the launch of a campaign called ‘Suswaram’ featuring classical vocalist duo S Aishwarya & S Saundarya.
The campaign introduces a limited-edition collection, comprising two distinct lines: Archival and Interpreted-Raga to Silk. The Archival line presents recreations of seven iconic sarees worn by M.Z. Subbulakshmi and Radha Vishwanathan. The Interpreted- raga to Silk line translates character of Carnatic music into colour, with each saree reflecting the mood and personality based on the musical ragas. The collection brings together traditional handloom techniques and contemporary design thinking.
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The brand’s strategy focuses on adding up nostalgic value to the Kanjivaram silk, while finding new expressions across time. The ad film is also built on the idea of honouring Bharat Ratna M.S. Subbulakshmi and her daughter Radha Viswanathan.
Commenting on the launch, Yeshwanth Sunku, Co-founder & Chief Brand Strategist, Aikyatha, said, “With Aishwarya and Saundarya, we wanted to bring this lived legacy into a contemporary cultural experience. The collection reflects this through two expressions - one preserving the sartorial legacy and the other interpreting the emotional language of Carnatic music through silk. For Aikyatha, it is a reminder that South Indian craftsmanship is a living cultural language, with the ability to evolve while remaining true to its roots.”
Kaushik Sunku, Co-founder & Chief Technical Strategist, Aikyatha, said, “Suswaram brings together our generational understanding of silk with an extraordinary musical legacy. Our experience with master weavers and traditional Kanjivaram techniques allows us to approach every saree with a deep respect for craft and construction.”
The collaboration with Subbulakshmi’s granddaughters also increases the emotive feeling, making the campaign heartwarming and easy to resonate. The campaign also marks the generational legacy of not only the singer but also the brand value of Aikyatha.
