ABFRL’s JAYPORE launches ‘Utsav’ first of its kind campaign with real artisans
JAYPORE, one of India’s leading destination brands for all things Craft and Artisanal, recently launched its festive campaign ‘Utsav‘. This unique campaign is a wholehearted celebration of culture and crafts, infused with rich Indian hues and classic crafts such as Ajrakh, made by the legendary Khatri family of Kutch making it the perfect fit for the festive season. Jaypore Utsav is an ode to craft, color and celebrations; a treasure trove of elevated closet and home finds made for transitioning effortlessly into the festive season.
The brand’s digital campaign has been captured at India’s UNSECO heritage site in Gujarat featuring the Utsav Collection flaunted by the Meghwaad Marwaad Community artisans, the real hands behind the craft. The campaign aims to highlight the rich legacy and efforts of the marvelous craft.
Speaking on the launch, Rashmi Shukla – Business Head – JAYPORE, Aditya Birla Fashion and Retail Limited says, “We are delighted to present the ‘Utsav’ campaign with the real artisans to showcase the indigenous tribe who are the brilliant and untapped craftsmen of our country. Capturing these enthralling moments in a raw and real environment at India’s UNESCO Heritage Site in Gujarat and collaborating with the artisans for the digital campaign has brought us and our customers immense joy”. She further added, “JAYPORE works relentlessly to preserve, promote, and sustain authentic Indian handicrafts, that are nurtured through traditions and heritage. We work closely with the Indian artisan’s community to create a beautiful blend of modern and traditional merchandise for our customers.”
Jaypore’s ‘Utsav’ featuring Men’s Collection:
Long and Short kurtas with Nehru Jacket complements in tussar cotton and tussar gicha in regal shades of emerald green, wine, mustard, indigo, jewel tones as well as perennial ones of beige, black and off-white crafted to be the mainstay of every festive wardrobe.
Jaypore’s ‘Utsav’ featuring Women’s Collection:
Luxuriant weaves like Chanderi and tissue Chanderi, contemporary mixed fabrics like viscose linen, breathable textiles like cotton adorned with the heritage craft of ajrakh block prints, form the base of the collection’s pieces.
These are specially made for festive occasions are embellished with hand done embroidery, sparkling zari work, moti work, tassel braids and gold sequins.
Jaypore’s ‘Utsav’ featuring Festive Home:
Jaypore’s Utsav carries delicate porcelain table and serve-ware adorned with Maharashtra’s heritage Paithani weave’s motifs, rustic-style ceramics for easy entertaining and floral-print stoneware that makes memorable gifts.
Artisan made brassware for creative festive-ready spaces includes intricately crafted prabhavalis, hanging lamps and deity idols.