#AmaraKavya: Konika Jewellery invokes Lord Indra’s celestial maidens to tell stories

Ahead of Diwali, the brand has launched its latest heritage collection with a nuanced photoshoot, taking a leaf from Hindu mythology, to leverage the value of story-telling and promote its jewellery

Chennai: As the market evolves, jewellers need to devise new and nifty promotional techniques to grab attention. Chennai-based Konika Jewellery has taken to nuanced photoshoots, taking a leaf from Hindu mythology, to leverage the value of story-telling for its latest heritage collection, launched ahead of Diwali.  

The brand’s campaign named ‘Amara Kavya’ is the first of a series of three photoshoots, and has been launched in collaboration with Aura Productions. Shot over a period of one month, the theme of the campaign captures a typical day in the life of Lord Indra’s celestial maidens – or ‘apsaras’ – such as Rambha, Urvashi and Menaka. The antique and heritage jewellery by the brand is woven into the theme of the shoot, and renders an element of art to ‘Amara Kavya’.

According to Tanvi Singhi, Marketing Head, Konika Jewellery, the colour theme for the shoot was mainly white, which brought in elements of purity and innocence. The brand’s antique gold balanced out the white palette of the garments worn by the women, along with a pop of colour from the red alta on their feet.

“Even though these women are depicted as beautiful and sensuous, there is a certain playfulness, innocence and purity in them. I wanted the entire mood and feel of the shoot to capture a relaxed evening where the dancers are just having fun sitting, chatting, doing their make-up or getting ready for another evening of dance,” Singhi says.

In the photoshoot, the jewellery collection helps capture the essence of the celestial dancers from Lord Indra’s court and their beauty. Launched three weeks ago, the brand’s heritage collection for Diwali has received good response so far.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive