Stunning visuals emphasise brand’s connect with constellations and stars
Tarot card graphics offer novel new interpretation of brand tagline ‘Divine Luck’
Nakshatra,India’s leading jewellery brand, has launched its new media campaign featuring Bollywood diva and brand ambassador Katrina Kaif in a very different new look that also links the brand’s tag line ‘Divine Luck’ to ancient methods of navigation by the stars and Tarot cards that define one’s destiny.
Revolving around the original concept of Nakshatra which is ‘constellation of stars’, the new campaign integrates a visual depiction of the ancient methods of navigation using the stars, and relates them to the Tarot, since tarot cards represent constellations and are based on constellational figures.
Creative conception and execution of the new campaign was led by Rajesh Kulkarni (Creative Director) and his team at Red Lion, while the stunning visuals of Katrina and the jewellery that adorns her were shot by well known fashion photographer Suresh Natrajan and the styling for Katrina Kaif was done by ace celebrity designer Ami Patel.
Commenting on the new campaign, Rajesh Kulkarni, Creative Director, Red Lion says, “Nakshatra as a brand has always been about an association between the celestial bodies and the celebrity it is being endorsed by. The latest campaign introduced the ‘Divine Luck’ tagline keeping the brand in empyrean space. For this campaign we used the concept of tarot cards to make the brand more mystical yet more relatable by visually capturing the beauty of woman wearing diamonds through female oriented tarot cards. The concept further builds the brand values of fantasy, transformation and enchantment. Katrina with her ethereal beauty was a sublime fit for the brand and the concept and was an absolute pleasure to work with.”
Katrina Kaif, Brand ambassador adds, “I have been associated with Nakshatra for almost five years now and the journey has been as mystical as the brand’s imagery. The fresh campaign throws light on a different understanding of the concept of ‘constellation of stars’ which I feel is quite unique as a thought. Tarot cards are something most of us can relate to. We have just finished shooting for the print campaign and I am looking forward to shooting the TV commercial.”
Expressing confidence that the new campaign will enhance the visibility and appeal of the brand, Nakshatra COO, Mr. Amrish Masalia said, “Nakshatra is one of the most respected jewellery brands in the country and abroad. It has taken deep roots in India where it offers a wide range of designs. Our brand ambassador Katrina Kaif with her timeless beauty, elegance and charm has brought an effervescence to Nakshatra, and the new campaign with is mesmerizing appeal is sure to strike a chord with people everywhere.”
He adds, “Our new theme of the campaign is quite different from the old one yet rooted in the basic concept of “constellation of stars”. It connects to the audience through a different aspect of the heavenly kingdoms.”
Nakshatra jewellery has been widely accepted by consumers in different markets. Each piece is a timeless classic, an exquisite blend of traditional mystique and contemporary glamour.
Inspired by the popular Indian floral motif, each cluster reflects the eternal beauty and brilliance of constellation and lends an incomparable radiance to every woman who adorns it.