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Nrityabaran campaign by Abaran highlights design diversity of Indian classical dance forms

Retail Jeweller India

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Nrityabaran campaign by Abaran highlights design diversity of Indian classical dance forms

Almost all forms of Indian classical dance symbolise a bejewelled performer. Jewellery plays a big role as an accessory in dance, but never in the Indian jewellery sector has there been a collection release on individual dance forms. Abaran Timeless Jewellery from Bengaluru is the one to pioneer the trend.

Named Nrityabaran, the campaign is Abaran’s unified attempt to showcase its diverse inventory across bridal and semi-bridal categories. The brand has focussed on various forms of dance, namely Odissi, Mohiniyattam, Kuchipudi, and Kathak. In this ongoing campaign on social media, one sees short details on each of the dance form graciously presented by trained classical dancers. From Odissi resembling temple structures, Kathak narrating ancient mythology, Mohiniyattam tracing its roots to enchantress avatar of Lord Vishnu, to Kuchipudi’s history of travelling bards, the campaign is all-informative. Coming to adornment, the posts mention the specific type of jewellery that has been traditionally worn for each distinct dance form.

“The diversity of Indian tradition is reflected in our diverse inventory. That is in stark contradiction to the way promotional campaigns are diluting intricacy of a particular design by selling it on its name alone. This puts a black mark on the craftsmanship,” said Pratap Kamath, MD, Abaran Timeless Jewellery. “Kuchipudi and Bharatanatyam use temple jewellery, while Kathak prefers Kundan and Mohiniyattam dancers use yellow gold jewellery. Odissi uses silver jewellery. All these accessories are available with us,” he added.

A bride may not want to look like a dancer but will definitely opt for a stunning piece from the accessories of an Indian classical dancer to look angelic, feels Kamath. This campaign also satiates the need for a semi-bridal attire that needs the zing of a traditional jewellery piece such as mathaphool. The campaign de-commodifies jewellery and promotes the brand as a one-stop destination for all ornaments traditional.

Within 10 days of the campaign release, the brand has been getting decent enquiries about customisation and pricing. “Over 50% of the enquiries are from the US market. The efforts gone into the craftsmanship has paid off,” concluded Kamath.

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