Jaypore Launches ‘Maahi Ve: The Heart & Soul of Wedding’ Campaign
Jaypore, the artisanal lifestyle brand from Aditya Birla Fashion and Retail Ltd., unveils its latest wedding campaign, ‘Maahi Ve: The Heart & Soul of Wedding.’ This curated collection celebrates India’s cultural heritage, weaving timeless craftsmanship with heartfelt emotions to create unforgettable wedding moments.
The campaign invites couples and families to immerse themselves in the love and traditions of Indian weddings. From engagement soirées to Haldi ceremonies, Sangeets and the wedding day itself, Jaypore’s collection enhances every ritual with grace and grandeur.
A heartwarming film encapsulates the campaign’s essence, celebrating love, togetherness and joy. Embracing a digital-first approach, the campaign uses social media, creator collaborations and online activations to connect with modern audiences while staying rooted in authenticity.
Radhika Chhabra, Creative Head at Jaypore, stated: “‘Maahi Ve’ is a tribute to the vibrant spirit of Indian weddings, celebrating families, traditions and artistry. Each piece reflects our commitment to India’s craft heritage.”
The collection features:
- Heritage attire: Banarasi sarees, embroidered kurtas and regal silhouettes.
- Exquisite jewellery: Polki, Jadau and Kundan designs in silver and gemstones.
- Artisanal home décor: Handcrafted accents for festive celebrations.
Highlighting intricate techniques like Gota Patti, Zari and handwoven textiles, the collection blends contemporary style with age-old traditions.
Jaypore’s ‘Maahi Ve’ redefines wedding shopping, ensuring every bride, groom and family member feels celebrated, making each moment truly special.
