Tata Group-backed ZOYA, a luxury jewellery atelier announces today that the brand has unveiled a new campaign namely ‘Her Again’ featuring sitarist-composer Anoushka Shankar.
Conceptualised by TBWA\Lintas, part of Omnicom Advertising India, the ad film is built to show ZOYA’s collection that are inspired by India’s spices, rooting back to the country’s culture.
The ad film has explored a moment in a women’s life, trying to find herself again, after all experiences. The film opens with Shankar walking through an Indian spice market, portraying a nostalgic feel. Throughout the film, ZOYA’s minimal jewelleries were put on by Shankar, promoting the collection.
Commenting on the launch, Amanpreet Ahluwalia, Business Head, ZOYA, said, “With Her Again, we explore the evocative power of spices as keepers of memory, their colours and familiar associations awakening moments from her past and reconnecting her with parts of herself she may have forgotten. As she grows more confident in her own sense of self, she looks less to the external world for definition. For us, the beauty of Her Again lies in that rediscovery, in recognising that beneath all the roles she inhabits, there is a part of her that has always been there, waiting to be found again.”
Vasudha Misra, Chief Creative Experience Officer (North), TBWA\Lintas, added, “What really pulled me into this brief was the intent to talk to women in their 40s-50s. Not in context of their children and partners, but as people who are at the prime of their lives. Women in this age bracket are often underrepresented in advertising. They are far more confident and gorgeous than we usually show them to be. It is the age at which they really come into their own. And I wanted to make sure this is not lost as we went about creating this campaign. The idea stems from how certain spices take us down a memory lane. Where we wish to re-live certain moments that truly make us reconnect with who we enjoy being. But really, the work is an ode to the woman of a certain vintage. Confident in their self, unafraid to show their childlike side and reconnecting with who they really are. Hence, our muse, Anoushka Shankar. At the top of her game in her professional life, looking more incredible than ever.’’
