MPJ Jewellers’ #MPJWoman initiative blends cultural storytelling with women’s empowerment

The brand’s latest campaign artfully showcases women’s journeys, celebrating Bengali traditions while subtly promoting its jewellery

Kolkata: Women’s empowerment, though widely discussed, remains a subject with vast potential for further exploration and deeper understanding. It is not a destination but a continuous journey that each woman navigates, shaped by unique challenges and personal growth. MPJ Jewellers’ #MPJWoman campaign beautifully illustrates how this process of empowerment can be a powerful tool for women to carve out and solidify their identities.

The campaign highlights the story of Parama Ghosh, founder of her eponymous clothing brand that preserves Bengali tradition through handwoven fabrics. In the recently released video, Ghosh narrates her transformative journey from a lawyer to a textile artist, emphasising how uncertainties shaped her path.

Over her 10 years in weaving, Ghosh’s art has been driven by passion. The campaign intricately weaves her personal story with the ethos of her brand, Parama, whose tagline, ‘Stories on Fabric’, encapsulates the essence of her work.

The voiceover explains how Ghosh wishes to stay deeply rooted in the traditions that define her heritage. She draws inspiration from cultural elements such as the timeless experience of listening to the recitation of Mahalaya, the invocation that marks the first day of Durga Puja, on the radio, unlike the modern versions available online.

She also references iconic symbols of West Bengal’s cultural landscape, such as the quintessential yellow taxis that are emblematic of Kolkata’s streets. Another classic reference in the campaign is the festive alpona, a traditional Bengali form of rangoli made during religious festivals, especially Durga Puja.

MPJ Jewellers’ campaign subtly features its products, making Ghosh and her story the focus rather than the jewellery itself. Towards the end of the video, as the narration shifts to Ghosh’s current role as a mother passing on her love for tradition to her son, a frame shows her unveiling a jewellery set from MPJ Jewellers.

Ghosh draws a parallel between her love for culture and the jewellery brand’s craftsmanship and legacy. Referring to MPJ Jewellers as ‘homegrown’, she aligns it with what her own brand represents.

By spotlighting such journeys, the #MPJWoman campaign not only celebrates individual achievements but also amplifies the broader conversation about women’s empowerment, encouraging society to support and appreciate the multifaceted roles women play in reshaping their own narratives.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive