Durga Puja 2023: Jewellery collections and campaigns revere the qualities of Maa Durga in women

With each brand featuring a collection or a campaign, jewellers are aiming to reach out to their customers through the emotional route

Though essentially celebrated on a large scale by Bengalis in West Bengal, Durga Puja celebrations are equally popular in other parts of India as well. Therefore, it is no surprise that while jewellers from Bengal are ringing in the festival with new collections, brands originating from outside the region are also introducing campaigns to make the most of the vibrant spirit of the festival.

In keeping with the grand scale of celebrations during the festival, the collections featured by these brands are meant to look ornate and intricate. And jewellery brands have captured the idea with the designs, reflecting the elaborate look that people don during Puja.

The themes in these collections explore the qualities and attributes that are known to be associated with the divine goddess such as courage, serenity, resilience and independence. With each of the brands featuring a collection or a campaign, these brands are aiming to reach out to their customers through the emotional route.

These are some of the jewellery brands that have launched their collections and campaigns right in time for the festive celebrations.

Tanishq

With the Puja campaign titled Aishani, another name for the divine goddess, Tanishq’s film captures the resilient spirit of modern Bengali women. The campaign shares inspiring stories, from a stay-at-home father’s journey to the intriguing dynamics of an arranged marriage conversation. The divine expression ‘Shorboroope Debi, Shorboroope Shokti’ that is used to offer salutations to the goddess, also pays homage to the divinity in women and their quality of self-empowerment.

Kalyan Jewellers

Kalyan Jewellers’ vibrant ad campaign titled Shubho Sharodiya, featuring Ritabhari Chakraborty aims to embrace the spirit of Durga Puja. The campaign is a celebration of the growing independence and resilience of the modern woman, just like Goddess Durga. It takes the audience through the pulse of the festival, including its rhythm and music, exchange of love and the spirit of community. Apart from their Puja-centric collection Sankalp, Kalyan Jewellers has also announced the introduction of its limited-edition Maa Durga gold coins.

Ramesh Chandra Parekh Jewellers

The intricate collection by RCP Jewellers features bangles, earrings and necklaces crafted with gold, gemstones and polki diamonds. The name of the collection, Shakti, is a term used to address the deity and her ability to bring destroy all evil. The traditional appeal of the collection, coupled with the contemporary and detailed design makes for a line of jewellery that matches the mood of the festival and the fancy Puja attires donned by Bengali women.

B. C. Sen Jewellers

An important motif associated with Durga Puja is the night-flowering jasmine or the shiuli phool, as it is known in Bengali. This theme has been captured in the brand’s new jewellery line –Pujar Saaje ’23 – Shiuli Collection, and resembles the delicate flowers strung together with gold detailing. As a prevalent theme at every Puja celebration, the collection is dedicated to the celebration of culture and is a confluence of the traditional and the contemporary.

Retail Jeweller India News