The campaign captures the perfect synergy between the brand’s elegant designs and the young, modern and high spirited Indian woman through a series of stunning shots of PC adorning Asmi jewellery.
The new campaign focusses on different periods when an independent, modern woman’s achievements can be reflected in her jewellery – graduation, in her corporate life and when she reaches the pinnacle of her career, as well as collections for wedding and special festive occasions.
The visuals have been styled by Daena Sethna and shot by photographer Farrokh Chothia. The HTA team says, “Asmi associates itself with the ‘Women of Spirit’, a thought deeply connected with the elegant, yet powerful designs manufactured by the brand.
So we gave the campaign a new look by engaging with the five collections Asmi has to offer. Priyanka Chopra, being the confident epitome of femininity, expresses a strong essence of strength and achievement. Therefore, being the perfect face of Asmi which means ‘I am’ in Sanskrit.”
PC shared her excitement on the new campaign, “Asmi, signifies the spirit of a modern and independent woman and the new campaign reflects the same. Jewellery from Asmi has classy and intricate designs which are a perfect match for an independent woman’s lifestyle, with pieces that can complement both contemporary and traditional looks.”
ASMI as a range has choices for every age, whether she is a young girl, one rising up the corporate ladder or a mature achiever who has scaled the peak of success. The collections on offer include the Graduation collection, the Corporate collection, the Wedding collection, the Pinnacle collection and the Zodiac sign collection.