ZOYA, the luxury jewellery atelier from the Tata Group, has launched its campaign for ‘Her Again’, a High Jewellery collection inspired by Indian spices and their link to cultural memory. Conceptualised by TBWA\Lintas and shot by Bharat Sikka, the campaign features sitarist and composer Anoushka Shankar in a film about a woman reconnecting with different parts of herself through memories, colour and sensory experiences.
The film opens with Shankar walking through an Indian spice market, where a fragrance sets off a chain of memories. In a garden of bougainvillea she discovers pieces from the collection, which then appear through moments like hopscotch and a carousel ride. The palette draws on turmeric, mace, cardamom, saffron and rose, translated into the jewellery through gemstones, colour, unusual stones and detailed craftsmanship.
Amanpreet Ahluwalia, business head, ZOYA, said the brand believes in a woman’s inward journey to her most authentic self. Spices, he explained, awaken moments from her past and reconnect her with parts she may have forgotten. Vasudha Misra of TBWA\Lintas said the brief spoke to women in their 40s and 50s, who are often underrepresented in advertising, calling the work an ode to women who are confident and unafraid to show their childlike side.
The campaign will run across digital, print, social media and PR, alongside visual merchandising at ZOYA boutiques and galleries, and in-person events in cities where the brand operates.
