Campaigns | Her Story Jewels
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2022 | MODERN PERSPECTIVES

Her Story brings alive the perspectives of the modern individual with a thought-provoking campaign led by five inspiring personalities – Anoushka Shankar, Sobhita Dhulipala, Smriti Mandhana, Kalki Koechlin and Twinkle Khanna.

Each woman represents a facet of modernity and is photographed in a way that captures her personality. The campaign, shot by photographer Bikramjit Bose, features striking portraits that celebrate the ideas that resonate specifically and individually with these women.

Musician Anoushka Shankar, in jewels from the Keepsakes collection, speaks about tradition and her roots: “For me, tradition becomes significant when it feels relevant and when it feels personal and truthful to who I am today. It is something that has a lineage; that is evolving with each person who passes it down.” Wearing the Limitless collection, cricketer Smriti Mandhana reflects on her journey and aspirations. She says, “My life is all about ambition and determination. It all started with an ambition to be a cricketer, and play for India. The cricket ground is where magic happens – especially the 22-yard wicket where I go and bat. That’s where I feel limitless.”

Author and entrepreneur Twinkle Khanna connects to the Kaleido collection as she speaks about balance. “Balance is not about doing anything perfectly – it’s about just doing that task that you have at that moment to the best of your ability. Managing all the aspects of your life is just about practice.” Actor and author Kalki Koechlin brings alive a free-spiritedness in the Born to Fly collection, as she shares, “Freedom requires courage to do the things that you choose to do, and take responsibility for the actions that you choose to have. To me it means being able to do exactly what I want, without being questioned, with equal opportunities.” And actor Sobhita Dhulipala is captivating in the Poetry in Motion collection as she reflects on the ideas of passion, intensity and focus: “Passion can be quite porous – a flicker of a feeling that is so true and so quick but perhaps you’re changed by it forever. I don't think one can experience the pleasure and the wonder of art until they become it.”

The campaign made an impact at the Red Dot awards, one of the most prestigious design awards in the world, in September 2023. Modern Perspectives won the Red Dot Award for Brands and Communication Design 2023, celebrating creative thought, impact and the seamless integration of a powerful concept across touchpoints. This win is particularly noteworthy as it positions a young modern Indian brand’s in-house efforts towards aesthetic and conceptual excellence ahead of some of the world’s top advertising agencies and global brand campaigns.

2020 | REFLECTIONS

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It comes in waves
The voice from within
Stronger each time
Till I can no longer mistake it
For anyone else’s.

Modern precious jewellery brand Her Story previews a campaign titled Reflections. Playing with the idea of a mirror to one’s soul, the shoot is set amid the sands of Goa, with golden sunlight reflecting off a shoreline that is as local as it is of the world. Shot by ace photographer Bikramjit Bose, the shoot can be seen in its entirety in an exclusive first edition of an editorial-style brand communication that uniquely captures the world of Her Story. Amid the pages of the brand magazine, the feature offers an introspective take on self-reflection; each visual accompanied by thoughtful poetry, as a perceptive representation of the many facets of a woman’s spirit.

Says photographer, Bikramjit Bose, “The idea for this campaign stemmed from the brand’s own philosophy — that every woman has a unique narrative as she treads a path that is entirely her own. The mirror and its reflections served as a metaphor, to further explore this philosophy and visually showcase the different facets of a woman. We decided to shoot this on a beach in order to visually balance the hard-edged nature of a mirror by placing it in a softer, more organic setting. To offset the weight of the idea with the lightness of the ocean, if you will."

2019 | LAUNCH

Known for her sharp and powerful screen presence, actor Sobhita Dhulipala brings personality and fire in the first campaign of Her Story. Her Story is a modern conceptual precious jewellery brand that expresses true character through first-of-its-kind design thinking in jewellery.

“The jewellery at Her Story celebrates women not from the perspective of desirability but from the different facets of their personality, and that is very empowering,” says Sobhita Dhulipala. “To have an emotion attached to jewellery, to see little dainty pieces carry a story within them… is what makes it special for me. It doesn’t just feel like jewellery, it feels like you are wearing what is you.”

Launched this weekend, the latest campaign with Sobhita Dhulipala features monochromatic imagery by celebrated photographer Bikramjit Bose. His narrative-driven approach brings the human element into focus. “The style of photography is keeping it very real and spontaneous. This works perfectly given the philosophy behind the brand and the campaign—which is about getting in touch with your emotions. When you shoot something in black and white, what stands out the most is the person’s expressions over colours, tones and details of the product,” says photographer Bikramjit Bose.

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“Her Story is a new concept in jewellery, with a desire to disrupt the way traditional jewellery is perceived or acquired. Designed after an involved process of insight and discovery, each collection represents a unique aspect of a woman—who she is, beyond who she may be perceived to be,” says Sitanshi Talati-Parikh, co-head of brand, Her Story. “Sobhita Dhulipala is a girl on the rise, dynamic, relatable, and one who keeps it real. She is the perfect voice for self-expression, while the campaign brings alive the spirit of Her Story.”

Her Story aims to create new desires based on the premise that jewellery is precious because of the meaning it holds. Audiences will see Sobhita Dhulipala front the campaign for three Her Story collections — Heart of Blue , Limitless and the newly-launched, Poetry in Motion. This campaign will play across outdoor media, digital media, and in-store.

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