Zoya Casts Anoushka Shankar In Her Again High Jewellery Campaign
Zoya has unveiled Her Again, a high jewellery campaign featuring Anoushka Shankar, conceptualised by TBWA Lintas and shot by Bharat Sikka.
Brand: Zoya, the luxury jewellery atelier from the Tata Group
Collection: Her Again, inspired by India's spices
Agency: TBWA Lintas, part of Omnicom Advertising India
Director: Bharat Sikka, produced by Ransom Films
What The Anoushka Shankar Film Does
It uses scent as the cut. The film opens in an Indian spice market, and when the muse pauses to inhale, the familiar note becomes a passage into memory: a garden of bougainvillea, a game of hopscotch, a carousel. The jewellery arrives as a series of discoveries rather than as product shots.
That construction does something specific for a category that usually sells occasion. Here the pieces are found rather than worn to be seen, which places the collection inside a private experience instead of a public one.
The Audience Being Addressed
Women in their forties and fifties, named as such. Vasudha Misra, Chief Creative Experience Officer (North) at TBWA Lintas, said what pulled her into the brief was talking to women of that age not in the context of children and partners but as people at the prime of their lives, and that the group is often underrepresented in advertising.
Anoushka Shankar is the argument for that position rather than decoration on it: a musician at the top of a long career, cast as someone confident enough to be playful.
Where The Collection Comes From
Amanpreet Ahluwalia, Business Head at Zoya, described a belief in the inward journey of a woman to her most authentic self, and said the collection explores the evocative power of spices as keepers of memory, their colours awakening moments from the past.
The brand cites turmeric, mace, cardamom, saffron and rose as the colour language, translated through gemstone work and unusual stones. The campaign rolls out across digital, print, social and PR, alongside visual merchandising in Zoya boutiques and in-person events in the cities where the brand trades.
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