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Jaypore, the celebrated artisanal lifestyle brand from Aditya Birla Fashion and Retail Ltd., has unveiled its new wedding campaign, ‘Maahi Ve: The Heart & Soul of Wedding’. This campaign celebrates India’s rich cultural heritage, offering a curated collection of handcrafted treasures, heirloom jewellery, and timeless attire that perfectly capture the essence of Indian weddings.
The campaign is rooted in Jaypore’s commitment to celebrating India’s artisanal heritage. It invites couples and their families to experience the joy, love, and traditions that define weddings in India. From engagement parties and haldi rituals to grand sangeet nights and the wedding day itself, Jaypore’s collection adds an element of grace and grandeur to every moment.
At the core of ‘Maahi Ve’ is a stunning film that encapsulates love, togetherness, and joy—honouring the precious memories that make every wedding special. With a digital-first approach, the campaign leverages social media and online storytelling to engage modern audiences, combining visually captivating content with collaborations and targeted online activations to amplify its reach.
Radhika Chhabra, Creative Head at Jaypore, shared her vision for the campaign, stating, “‘Maahi Ve’ reimagines wedding wear and thoughtful gifts for the modern couple. It’s a tribute to the vibrant spirit of Indian weddings, where every role and moment tells a unique story. Each piece reflects our commitment to India’s rich craft heritage, offering something special for those who value artistry and authenticity.”
The campaign’s collection features:
- Heritage Attire: Elegant Banarasi sarees, intricately embroidered kurtas, and regal silhouettes crafted by master artisans.
- Exquisite Jewellery: Heirloom-worthy Polki, Jadau, and Kundan jewellery pieces, designed to adorn brides and elevate traditional wedding beauty.
- Artisanal Home Décor: Handcrafted home accents that bring warmth and vibrancy to every festive occasion.
The collection highlights the unparalleled craftsmanship of India, with techniques such as Gota Patti, Zari, and Benarasi textiles, merging contemporary style with ancient traditions. Jaypore’s ‘Maahi Ve’ campaign redefines wedding shopping by offering an experience that connects deeply with the heart, ensuring every bride, groom, and family member feels truly celebrated.
