The New Zoya Brand Film Starring Sonam Kapoor-Ahuja Celebrates Being Yourself

August of 2023, Mumbai:

Zoya, the exquisite diamond boutique from the House of Tata, presented a new brand film to launch its new autograph collection – My Embrace – that eloquently illustrates the brand's philosophy of discovering inherent pleasure in being your most authentic self.

Featuring Sonam Kapoor-Ahuja, the campaign brings to life the Zoya woman's joy in embracing every facet of her distinct life journey. 

The film coincides with the debut of Zoya's new autograph collection, 'My Embrace' - a signature identifier of the luxury atelier that continues its tradition of redefining the way fine jewellery is experienced through meaningful works of wearable art.

"At Zoya, we have always believed that women should be able to celebrate the pleasure of being themselves, regardless of the various roles they perform in life. Our new film travels to Zoya's 'alive' essence. Through this campaign, we aim to inspire women to confidently embrace who they are.

The narrative highlights our autograph collection 'My Embrace,' a talismanic symbol of self-acceptance based on the belief that you can only feel truly alive when you accept who you are and are comfortable in your own skin." 

says Amanpreet Ahluwalia, Zoya's Chief of Business.

The collection includes 26 trademarked designs, including streamlined bangles, bracelets, pendants, high-gloss rings, and earring hoops. Its design is simple, but its craftsmanship is exceptional, making it the ultimate collector's item. MY EMBRACE is a trademarked Zoya Design Innovation for a distinctively shaped bangle with a single pear-shaped diamond in a prominent setting. In a feat of engineering, the emotional inspiration of a self-embrace is translated with rich sculptural energy into a continuous flow and the harmonious integration of components.

The film depicts Sonam Kapoor-Ahuja joyfully breaking into dance while listening to her favourite song, delighting in the inventiveness of her cooking, and appreciating moments of reflection in nature or while reading a book. Through a montage of mundane moments brought to life by her love for herself, the message of celebrating being yourself is conveyed. 

According to Ajay Ram, Creative Partner and Founding Team Member at Spring Marketing Capital,

"Credit for this collection goes to the jewellery design team at Zoya. The element of the embrace has been sculpted into an incredibly elegant form. Our objective was to re-create the design ethos through a natural narrative. "Working with Sonam Kapoor gave us the opportunity to explore her vibe in the environments that bring her the most joy, bringing the collection to life."

The campaign will be promoted using outdoor, social media, print, digital, out-of-home (OOH), television, and movie theatres.

The 'My Embrace' product by Zoya translates the concept of celebrating oneself as one is into a profoundly symbolic item designed to infuse each day with significance.   

Please visit www.zoya.in for more details.

About Zoya:

Zoya, the exquisite diamond boutique from the House of Tata, is a luxury brand of fine jewellery, renowned for its expert craftsmanship and distinguished design. Redefining the way jewellery is experienced in India, Zoya now enters its fourteenth year of operations creating meaningful pieces of wearable art product created exclusively with the discerning, aesthetically astute woman as its muse. Zoya’s eight boutiques in Hyderabad, Bengaluru, Ahmedabad, Mumbai and Delhi and Zoya galleries in Mumbai, Ahmedabad, Kolkata, Chennai, Chandigarh showcase luxury in its most undiluted form. Zoya’s personalized service focuses on providing an unmatched buying experience of warm luxury for its exclusive products. Zoya now extends its service through video-assisted jewellery advisory and home trials.