The campaign introduces a collection that re-interprets the grandeur of traditional South Indian jewellery through a contemporary lens
Chennai: Heritage silver jewellery brand Divas Mantra has struck a chord with art connoisseurs and jewellery enthusiasts alike with its latest launch—the Travancore campaign that introduces a collection by the same name. Inspired by the artistry of renowned Indian painter Raja Ravi Varma, this collection breathes new life into the classic styles of South Indian heritage, offering a modern twist on the opulence of the past.
“Our goal was to recreate that old-world charm by referencing historical jewellery styles and giving them a contemporary context. This collection is not just about jewellery—it’s a celebration of heritage and nostalgia,” said Prabakaran Radhakrishnan, Co-founder and CEO of Divas Mantra.
The campaign draws its essence from the rich heritage of South India, specifically the iconic paintings of Raja Ravi Varma. It pays homage to the region where Raja Ravi Varma’s paintings originated, especially his depictions of Indian royalty, queens and women adorned in majestic jewellerythat have long been admired for their elegance and attention to detail.
The campaign video features models posing like the subjects of Raja Ravi Varma’s famous paintings. For instance, one image re-imagines his famous painting ‘Woman Holding a Fruit’, with the model striking a similar pose and exuding the same regal grace.
Varma’spenchant forcapturing not only the royal splendour of the time but also intricate jewellery designs like the ‘Attigai’ (traditional neckpieces) and ‘Mugappu’ (side pendants), have inspired the designs of Travancore. The brand sought to capture the charm and grandeur of these traditional jewels by re-interpreting them through a contemporary lens.
A striking feature of the collection is re-imagining of the Mugappu, a signature element of South Indian jewellery, with contemporary elements like kolam, the traditional geometric patterns commonly seen in South Indian art. The Mugappuis deeply rooted in Tamil culture and tradition, and has been treasured for centuries as a symbol of marital happiness and prosperity.
With price points ranging from Rs 5,000 for smaller pendants to Rs 45,000 for premium statement pieces, the collection offers something for every budget.
Promoted through a dedicated online space and store displays, the campaign has received a positive response, according to the brand. “The response to the Travancore campaign has been overwhelming, with many jewellery enthusiasts appreciating this unique revival of traditional aesthetics. Given its historical significance and fresh re-interpretation, the collection is resonating deeply with our audience,” stated Harini Prabakaran, Co-founder and COO of Divas Mantra. “It encourages women to embrace the past, celebrate their cultural roots, and wear their heritage with pride.”
Divas Mantra currently operates from its flagship store in Chennai and also offers online ordering through its website. Located in one of Chennai’s oldest neighbourhoods, the 2,000-square-foot store showcases the brand’s signature pieces, all crafted in 92.5% pure sterling silver.
Written by Megha Misra
Retail Jeweller India Exclusive
