MUMBAI: Jaypore, Aditya Birla Fashion and Retail’s artisanal lifestyle brand, unveils its latest wedding campaign, ‘Maahi Ve: The Heart & Soul of Wedding’. This campaign looks to embody the essence of India’s cultural heritage, weaving together craftsmanship, heirloom and emotions to create unforgettable moments for every wedding celebration.
Rooted in the philosophy of celebrating India’s artisanal heritage, the campaign invites couples and their families to immerse themselves in the joy, love, and tradition that define Indian weddings. From engagement soirées and haldi ceremonies to sangeets and the wedding day itself, Jaypore presents a collection that aims to add grace and grandeur to every ritual.
The campaign is encapsulated in a film that looks to capture the essence of love, togetherness, and joy—a visual ode to the moments that make weddings special. This digital-first campaign leverages the power of social media and online storytelling to inspire modern audiences with its compelling narrative. Through content, collaborations with creators, and targeted online activations, the campaign aims to amplify its reach while staying rooted in the authenticity of its craft.
Radhika Chhabra, creative head, Jaypore said, “At Jaypore, we’ve reimagined occasion wear for the wedding season and thoughtful gifts for modern couples to celebrate not just the bride and groom but the coming together of families, cultures, and traditions. ‘Maahi Ve’ is a tribute to the vibrant spirit of Indian weddings, where every role and moment is a story waiting to be told. Each piece in this collection reflects our unwavering commitment to India’s craft heritage, offering something truly special for those who value artistry and authenticity.”
At the heart of ‘Maahi Ve’ lies a handcrafted products, including:
Heritage Attire: Elegant Banarasi sarees, intricately hand embroidered kurtas, and regal silhouettes crafted to perfection by master artisans.
Jewellery: Heirloom-worthy Polki, Jadau, and Kundan pieces in silver & gemstones, designed to adorn every bride and complement the beauty of wedding traditions.
Artisanaome Décor: Handcrafted accents that bring warmth and vibrancy to every festive celebration.
Celebrating India’s artistry, the collection highlightscraft techniques such as Gota Patti, Zari, Benarasi and handwoven textiles, offering a blend of contemporary style and age-old traditions explains the company.
Jaypore’s ‘Maahi Ve’ campaign looks to redefine wedding shopping by curating an experience that connects with the heart, making every bride, groom, and family member feel celebrated.
The Maahi Ve collection is priced between Rs. 2,000 and Rs. 200,000. Consumers cam explore the collection at Jaypore stores nationwide or online at www.jaypore.com
Link to the campaign:
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