Aurus Jewels’ new video campaign ‘Sajja’ is a modern ode to Gujarat’s rich jewellery tradition

From the symbolic Kaliganthi necklace to the iconic Nath and Mohanmala, the campaign features Gujarat’s diverse traditional jewellery that has been passed down through the generations

Ahmedabad: Aurus Jewels, a fine jewellery brand based in Ahmedabad, has launched ‘Sajja’, a campaign celebrating Gujarat’s rich traditions of ceremonial adornment through a contemporary lens. With an aim to honour the artistry and heritage of ceremonial adornment through this campaign, the brand aims to weave a modern-day tapestry of elegance rooted in age-old techniques and cultural expressions.

The first collaboration under the Sajja initiative is with design label Tilla. As explained by the brand’s representatives, the opportunity to collaborate came about organically, given that both brands share deep roots in Gujarat’s cultural landscape.

“Aurus has always been about preserving and promoting India’s rich cultural history. Through Sajja, we aim to celebrate the beauty of traditional ceremonial dressing while giving it a modern-day avatar,” said Puja Shah, Co-founder of Aurus Jewels.

From the vibrant bandhani fabrics paired with the symbolic Kaliganthi amulet necklace to the iconic Nath and Mohanmala, the campaign video features Gujarat’s traditional jewellery in all its glory.  

The Kaliganthi necklace derives its name from the amulet-like form and significance of this traditional neckpiece. In its essence, the term Kaliganthi or Dodi Haar refers to a compilation of individual dodi (amulets) strung together to form a harmonious necklace. Aurus’s rendition of the Kaliganthi necklace, traditionally worn by Gujarati brides, features seven tawiz or amulet-shaped pendants, crafted in gold with intricate filigree detailing. These pendants are adorned with uncut diamonds and pearls. To further distinguish this creation, clusters of seed pearls, gold balls and Nishapura feroza (Persian Turquoise) have been added, lending the necklace the signature Aurus touch.

The video also features a Meenakari Hasli, a Panchlada necklace and a Meenakari amulet necklace, besides a Nath necklace, a Javli haar with pendant and a Gaadi choker.

This partnership underscores Sajja’s aim to shine a light on local artistry while showcasing India’s cultural mosaic, offering a visual tribute to the craftsmanship that has defined ceremonial dressing over time.

The campaign’s focus on ceremonial adornments resonates with a wide audience, particularly those who appreciate cultural significance in their jewellery. The campaign can attract both traditional buyers and younger, modern customers who are interested in heritage presented with a contemporary touch.

The narrative of the campaign provides rich content for marketing campaigns across social media, advertising and events. Story-driven campaigns always tend to engage audiences more effectively, resulting in better brand recall and higher conversion rates.

“We aim to collaborate not just with fashion designers but with anyone who embodies the spirit of a region—be it a designer, a brand, or even an enthusiast or collector of textiles,” stated Shah.

The brand now plans to expand Sajja with a series of collaborations throughout the year. The campaign will delve deeper into India’s diverse jewellery styles, motifs and cultural nuances by partnering with multiple custodians of regional heritage and culture.  

Written by Megha Misra

Retail Jeweller India Exclusive