Zoya, the exquisite diamond boutique from the House of Tata, introduces an impactful new brand campaign featuring its ambassador, Sonam Kapoor.
Focussing on its iconic collection, My Embrace, it embodies the brand’s homage to its muse – the Zoya woman, who revels in self-discovery, finding joy in embracing every facet of her being. Whether it’s through moments in which she is accompanied by her favourite music, journaling, or immersing herself in nature, she finds fulfilment in simply being. With this campaign, Zoya extends its iconic range to a new colour palette.
Amanpreet Ahluwalia, Business Head of Zoya, expresses, “At Zoya we have always believed that women should be able to celebrate the joy of being just who they are, irrespective of the many roles they play in life. This collection journeys through the very soul of Zoya, a word which means ‘alive’. ‘My Embrace’ becomes an iconic symbol of self-acceptance, because you feel truly alive when you embrace who you are and are comfortable in your own skin.”
The collection features 26 trademarked designs, including sleek bangles, bracelets, pendants, rings, and earrings, all crafted with simplicity yet thoughtfulness, making each piece a collector’s item. The emotional inspiration of a self-embrace is translated with rich sculptural dynamism into a continuous flow and a harmonious integration of components in a marvel of engineering. The highlight of the collection is the ‘My Embrace’ bangle, featuring a singular pear-shaped diamond in a prominent setting, symbolising the emotional journey of self-acceptance and integration.
Overseen by Creative Agency Spring Marketing Capital, the campaign builds on previous successes exploring and celebrates every heroine’s love for her being.
“Zoya’s design philosophy, inspired by the shape of an embrace, remains at the forefront. We’ve crafted this campaign around life’s authentic, joyous, and simple moments, set against expansive outdoor landscapes, which act as a blissful getaway. Collaborating with Sonam Kapoor gave us an opportunity to authentically showcase her joy in spaces synonymous with the Zoya brand,” says Arun Iyer, Founding Partner, Spring Marketing Capital.