No one ever needed another thread to add to his or her burgeoning wardrobe, yet retail thrives, even in the time of a pandemic. Human body and mind innovate, adapt and evolve through crisis to find a new normal and also learn how to revel in it.
In the past seven months since the deadly day of 25 March when the nation went into a lockdown, humans of the universe have lived through many phases. First a sinking feeling sparked by a fear of the unknown, then a submission to definite doom, only to re emerge with a ray of hope, and finally live it up with a reckless feeling of looking the virus in its face. And all through this ‘real’ life crisis, the world of make-believe too, the one that lures you into the candy shop of desire has turned turtle. Fashion, luxury, jewellery, travel, hospitality… All these industries are thriving with a song, a story, a moving video or compelling content
Anyone who is continuing in the same path he or she did in 2019 is in denial, like the ostrich with his head dug into the sand. No, your mall fests, exhibitions, shows, lukewarm sales and incentivised buying is not gonna cut ice. What will is a soothing story, a lullaby of emotions that will bring the buyer out of his stupor and have him say ‘I do’ to your product.
I, for one, keep my ear to the ground for a good story and feel elated seeing real content emerge. And for sure I jumped with joy when asked to create content for an incredulous story rustled up by Hyderabad’s heritage house of jewelry Kishandas & Co. They called the project: India’s precious people and asked a few accomplished women to feel the preciousness of their jewels against their equally priceless persona.
Pratiksha Prashant, the brain behind this campaign, shares, “Jewels are rare, people who are jewels even rarer. I love the way we call someone a rare diamond or a feisty emerald. Hence this salutary photo shoot that compares a few accomplished people to rare jewels. Women and men who have smashed the glass ceiling, taking their persona to great heights “
It was actually the brand’s grand patriarch, Shri Krishan Das, a jeweller to the Nizam and a legend in Basra pearls, who prompted the family to create this campaign which “is an ode to our father, who, even today in his 80s can sketch a brilliant piece of jewellery. Not to forget his sharp eye that recognizes a precious jewel from a mile.”
The campaign finds India’s most acclaimed wedding planner Vandana Mohan and her dynamic young daughter Vedika dress in classic jadaus. As emcee, actor, polo player and educationist Shivani Wazir does total justice to a crafted gold neck piece from Jaisalmer. Art gallerist Anu Bajaj, known for her annual spiritual show, wears a temple piece with immense elan as celebrated artist Jayasri Burman does poetic justice to her ruby strings. Eka Lakhani, the stylists to the stars, shows the way to wearing jewels with a crisp white shirt, as the blue-blooded designer Archana Singh flashes the proverbial pearls with such elan.
Precious and rare, this campaign not just salutes real heroes but also proves that you don’t have to be svelte and influencer to do justice to jewellery on the instagram. Real women do a much better job of that.