Mumbai: Uttar Pradesh-based Aisshpra Gems & Jewels has rolled out a new advertising campaign titled "Main Pratha Bhi Hoon, Main Pragati Bhi," representing the progressive Indian woman of today. The brand roped in Bollywood actor Yami Gautam Dhar as its new brand ambassador. The campaign is being launched across social media and with outdoor campaigns.
The campaign showcases Yami in an elegant look where she is adorned with Aisshpra’s iconic polki necklace sets from its ‘Nazakat’ collection and diamond sets in ‘Enchante’ collection.
On the one hand, the actress represents the progressive Indian woman who is well educated, broad-minded, and independent; on the other hand, she is rooted in her culture and proud of her traditions.
The partnership aims to promote the idea that a modern yet traditional woman is the future. A woman who is connected to her roots and culture, along with being educated, outgoing, and progressive, has the capability to change the world for the better. Yami will be seen in all the promotional collaterals of "Main Pratha Bhi Hoon, Main Pragati Bhi" till next year.
Speaking about her association with the brand, Gautam said, "When I heard the concept of “Main Pragati Bhi hoon, Main Pratha Bhi,” I was instantly convinced that I wanted to be a part of this initiative. A very simple campaign with a powerful tagline is going to inspire and empower a lot of women in our country. I am delighted to be associated with the initiative of Aisshpra."
Sharing the thought behind the campaign, Aisshpra Gems & Jewels director Vaibhav Saraf said, "We believe that it is our duty to empower our community in whatever way it is possible, and therefore we try to incorporate a social message or call for action in all our initiatives. This ad campaign was very unique as when we were ideating, we wanted to create something that empowered the women around us but did not have a preachy sound, and that's how "Main Pragati Bhi hoon, Main Pratha Bhi" was conceived. We were lucky that we could cast Yami Gautam Dhar for the same, as we knew that she would be able to effortlessly play this role for us in this campaign."