#Nrityabaran: Abaran Timeless Jewellery’s new campaign is a modern ode to classical Indian dance forms

The campaign highlights the prominent Indian dance forms, with special emphasis on Yakshagana. The brand has attempted to create jewellery incorporating elements historically associated with these dance forms, while ensuring that it remains wearable beyond the stage

Bengaluru: Bengaluru-based jewellery retailer Abaran Timeless Jewellery has launched a unique campaign inspired by India’s diverse classical dance forms, and tied it to the brand’s new ‘Nrityabaran’ collection. The jewellery designs incorporate elements historically associated with each dance form, but incorporate modern functionality so that they remain wearable beyond the stage.

The brand marks its 90th anniversary this year, and has sought to pay homage to the country’s rich cultural heritage through the campaign. Thus the intricate jewellery designs are crafted with contemporary sensibilities, yet remain rooted in tradition.

The campaign highlights the prominent classical Indian dance forms such as Bharatanatyam, Kathak, Odissi, Mohiniyattam and Kuchipudi, with special emphasis on Yakshagana, native to coastal Karnataka, and showcases the jewellery traditionally worn by the classical dancers. For instance, Odissi dancers have been traditionally wearing silver jewellery, while Kathak performers usually wear Kundan Jadau ornaments. The ‘Nrityabaran’ collection features re-imagined versions of those traditional designs, crafted from precious metals and gemstones.

A standout feature of the campaign is its emphasis on Yakshagana, a theatrical dance-drama from Karnataka known for its elaborate costumes and vibrant performances. The inclusion of Yakshagana holds special significance, as it reflects the brand’s deep cultural roots, with its founder originating from the coastal region where the art form thrives.

The jewellery crafted for this segment reflects the bold, dramatic aesthetic of the art form, incorporating oversized headpieces, intricate beadwork and statement necklaces. Through this campaign, the brand aims to celebrate Yakshagana while also showcasing the jewellery traditionally worn by its performers—predominantly male artistes dressed as females as they bring mythological stories to life through theatrical expression.

The first chapter of the campaign video series features a young classical dancer performing Shiv Tandav with resilience and vigour, embodying the intensity and devotion the dance form demands. Through powerful expressions and intricate movements, the dancer brings the divine energy of Lord Shiva to life while also showcasing traditional Rudraksha jewellery worn by Yakshagana performers.

“Our goal was to create jewellery that resonates with the aesthetics of these classical dance forms while ensuring that it remains wearable beyond the stage,” said Pratap M. Kamath, Managing Director of Abaran Timeless Jewellery. “We have worked with precious metals, stones and intricate motifs to bring forth a collection that celebrates India’s artistic legacy.”

The brand has incorporated lightweight materials and innovative craftsmanship in the ‘Nrityabaran’ collection for the benefit of contemporary customers. With rising gold prices, the brand has also ensured that the pieces retain their grandeur while being lighter in weight, making them more practical and affordable.

“These designs are not just for performances; they can be worn at weddings and special occasions as well. Our intent was to create jewellery that bridges the past with the present,” Kamath explained.

Abaran Timeless Jewellery officially unveiled the collection in January at the Drishti Art Foundation’s dance festival, where it was the title sponsor. The brand strategically leveraged this cultural association to introduce its collection to an audience that deeply appreciates India’s artistic heritage.

“To promote the collection, we have primarily relied on social media. We have witnessed strong engagement through our online campaign, particularly in the lead-up to Mahashivratri, when interest in spiritually and culturally significant jewellery tends to rise,” Kamath noted. He also said plans are afoot for print campaigns in April to further boost visibility of the collection. These efforts aim to build sustained interest in the collection, leading up to the peak wedding season in South India, which begins in mid-March.

Abaran Timeless Jewellery has three stores in Bengaluru, and has hinted at upcoming ventures across Karnataka.

Written by Megha Misra

Retail Jeweller India Exclusive