The film goes through Akhtar’s day-to-day life even as it playfully challenges perceptions and labels
Mumbai: Irasva Fine Jewellery has collaborated with singer-actor Shibani Akhtar to introduce ‘Isshō’ a laboratory-grown diamond collection unveiled through a bold and self-aware brand film that challenges perceptions, labels and common narratives.
At the heart of the campaign is a film that leans into cultural assumptions, only to turn them on their head. Moving through moments of everyday life, the film captures Shibani Akhtar in spaces that feel familiar yet layered with meaning—cooking, cleaning, existing. Jewellery is not positioned as an occasion-led adornment, but as something lived in, owned and unapologetically chosen.
Playful yet pointed, the narrative draws from real commentary—“gold digger”, “marrying well”, “prove something”—and reclaims them with wit and confidence. Through a mix of humour and honesty, the film reflects on a woman who is fully aware of how she is perceived, yet entirely unbothered by it.
Speaking about the campaign, Shibani Akhtar said, “The campaign is playful and self-aware, it’s a pun on the perception of my life. We leaned into the labels and flipped them. It’s about owning your choices — love, ambition, success without apology.”
Meaning “together” in Japanese, ‘Issho’ extends beyond relationships with others to also include the relationship one has with oneself. The film captures this duality balancing love and independence, softness and strength, humour and confidence showing that these identities can co-exist without contradiction.
Crafted using lab-grown diamonds, the collection reflects Irasva’s contemporary design language—minimal, expressive, and designed for everyday wear.
Commenting on the launch, a spokesperson from Irasva Fine Jewellery shared, “With Isshō, we wanted to shift the narrative celebrating individuality without removing the joy of togetherness. The film captures a woman who owns every part of her story, without dilution or apology.”
Founded in 2019, Mumbai-based Irasva Fine Jewellery is backed by Renaissance Global Limited (RGL), a globally established jewellery manufacturer and exporter. The brand has a select boutique-led retail presence in India, with four exclusive brand outlets – two in
Mumbai (Bandra & Borivali), and one each in Ahmedabad and Hyderabad.
Retail Jeweller India News
