GlamBuzz
Zoya’s new brand film with Sonam Kapoor-Ahuja celebrates being yourself
Zoya, the exquisite diamond boutique from the House of Tata, today presented a new brand film to launch its new autograph collection – My Embrace, that powerfully depicts the brand’s philosophy of finding innate joy in being your most authentic self.
Featuring Sonam Kapoor-Ahuja, the campaign evocatively brings to life, the Zoya woman’s bliss in embracing every aspect of her unique journey through life. The film accompanies the launch of Zoya’s new autograph collection ‘My Embrace’ – a signature identifier of the luxury atelier, that continues its tradition of redefining the way fine jewellery is experienced through meaningful pieces of wearable art.
“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. Our new film journeys to the very soul of Zoya, a word which means ‘alive’. Through this campaign we hope to inspire women to powerfully embrace who they are,” says Amanpreet Ahluwalia, Business Head, Zoya. “The narrative showcases our autograph collection ‘My Embrace’, a talismanic symbol of self-acceptance, created around the belief that you feel truly alive only when you embrace who you are and are comfortable in your own skin.”
Featuring 26 trademarked designs; sleek bangles, bracelets, pendants, high gloss rings and earring hoops the collection is simple in design yet significant in its craftsmanship making it the ultimate collector’s piece. MY EMBRACE is a Zoya Design Innovation trademarked as a distinguished shaped bangle featuring a singular pear-shaped diamond in a prominent setting. 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 film features Sonam Kapoor-Ahuja blissfully breaking into dance while enjoying a favourite song to delighting in the creativity of her cooking to enjoying moments of reflection in nature or while reading a book, the message of celebrating being yourself is presented through a montage of mundane moments brought alive by her love for herself.
Says Ajay Ram, Creative Partner & Founding Team Member at Spring Marketing Capital, “The credit for this collection goes to the mastery of the Zoya jewellery design team. The element of the embrace has been crafted into a most elegant form factor. Our attempt was to recreate the design philosophy in an effortless narrative. Collaborating with Sonam Kapoor allowed us to explore her vibe amidst spaces she finds most joy in, setting the right tone for the collection to come alive.”
The campaign will be promoted on outdoor, social media, print, digital, OOH and television and theatres.
Zoya’s ‘My Embrace’ translates the idea of celebrating yourself, just as you are, into a deeply symbolic product that is designed to make your every day meaningful.
GlamBuzz
Actor Harshvardhan Rane Announced As The Face Of Ti22 By Aham- A Titanium With Gold and Diamonds Collection By Senco Gold and Diamonds
Be Bold. Be Strong.
A Contemporary Expression Of Modern Masculinity, Ti22 By Aham Brings Together The Strength and Lightness Of Titanium With The Timeless Appeal Of Gold and Diamonds, Created For Men Who Define Their Own Identity.
Senco Gold & Diamonds today announced actor Harshvardhan Rane as the face of Ti22 by Aham, its latest titanium, gold and diamond collection under its dedicated men’s jewellery brand, Aham. Reflecting the evolving expression of modern masculinity, Ti22 by Aham brings together the strength and lightness of titanium with the timeless appeal of gold and diamonds. With Harshvardhan Rane at the heart of the campaign, the collection embodies a new generation of men who embrace individuality, authenticity and quiet confidence, staying true to the philosophy “Be Bold. Be Strong.”
Ti22 by Aham was launched in Mumbai today at One8 Commune, Juhu. Harshvardhan Rane was present at the launch sporting the collection, wearing the striking titanium bracelet and pendant. Looking sharp and dapper, he carried the new range with effortless style, perfectly embodying the collection’s bold, contemporary aesthetic.
For Senco Gold & Diamonds, Aham represents a contemporary vision for men’s jewellery, one where thoughtful design meets self-expression. Derived from the Sanskrit word for self or inner identity, Aham is built around the belief that jewellery should reflect personality rather than convention. With Ti22 by Aham, that philosophy evolves through one of the world’s most enduring materials, creating pieces that are modern, versatile, and designed for everyday wear. Titanium brings strength, lightness and resilience, while its scratch-resistant, corrosion-resistant and hypoallergenic properties make it a skin-friendly choice for everyday wear. Gold and diamonds add a timeless dimension to the collection, bringing together material innovation with enduring karigari.
Built around clean silhouettes, purposeful detailing and resilient craftsmanship, the collection balances material innovation with understated design. The Ti22 by Aham collection includes a wide range of men’s chains, pendants, ear studs, bracelets, kadas and rings, crafted in Titanium with Gold and Diamonds. The result is jewellery that moves effortlessly between work, travel and everyday moments while reflecting a more personal expression of modern masculinity. It is jewellery for men who understand that confidence isn’t performative, it’s lived. Ti22 by Aham is designed for those who choose to be bold in their individuality and strong in their sense of self.
Leading this new chapter is Harshvardhan Rane, whose public persona mirrors the philosophy behind Aham. The “Be Bold. Be Strong” campaign reflects his approach to life and craft. Known for his disciplined approach to life and craft, his understated style is shaped less by trends than by intention. He represents a generation of men who value authenticity over excess, making him a natural ambassador for Ti22 by Aham, a collection that celebrates individuality, resilience and quiet confidence.
Speaking about his association with Aham Titanium by Senco and the Ti22 Collection, Harshvardhan Rane said:
“For me, strength has never been about being the loudest or trying to prove something to everyone around you. It is about knowing yourself, staying true to what you believe in and having the discipline to keep moving forward. That’s why I connected with Ti22 by Aham. The titanium has a strength and simplicity that feels incredibly contemporary, while the addition of gold and diamonds gives the jewellery a distinctive character.
The jewellery reflects a sense of style that is confident without being excessive. I’m happy to be associated with a collection that celebrates individuality and captures what it means to Be Bold. Be Strong.”
Speaking about the launch, Joita Sen, Director and Head of Marketing & Design, Senco Gold & Diamonds, said:
“At Senco Gold & Diamonds, we’ve always believed that jewellery should evolve with the people who wear it. Through Aham, we’ve been shaping up a more contemporary language for men’s jewellery, and Ti22 by Aham marks the next step in that journey. Titanium naturally embodies qualities like strength, resilience and lightness, while gold and diamonds bring a sense of enduring craftsmanship and distinction. Together, they reflect the mindset of today’s man, someone who values authenticity, individuality and purposeful design.
“Be Bold. Be Strong.” is an expression of this philosophy, and Harshvardhan was a natural choice because he lives those values. His discipline, understated style and quiet confidence make him an authentic extension of the Aham philosophy.”
More than a new collection, Ti22 by Aham reflects the changing role of men’s jewellery, less ceremonial, more personal and increasingly woven into everyday style. Through Titanium with Gold and Diamonds, the collection brings together strength, lightness, durability, skin-friendly qualities, craftsmanship and contemporary design, creating jewellery that speaks to men redefining masculinity on their own terms. With the campaign “Be Bold. Be Strong.”, Senco Gold & Diamonds continues to shape a more contemporary language for men’s jewellery through Aham, bringing together material innovation, thoughtful design and self-expression for a generation that is redefining masculinity on its own terms.
Ti22 by Aham collection is available across Senco Gold & Diamonds showrooms, on the Senco app and online.
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