Jaypore, Aditya Birla Fashion and Retail Ltd.'s celebrated artisanal lifestyle brand, unveils its latest wedding campaign, ‘Maahi Ve: The Heart & Soul of Wedding’. This meticulously curated campaign embodies the essence of India’s rich cultural heritage, weaving together timeless craftsmanship, heirloom treasures, and heartfelt emotions to create unforgettable moments for every wedding celebration.

Rooted in the philosophy of celebrating India’s artisanal heritage, the campaign invites couples and their families to immerse themselves in the joy, love, and tradition that define Indian weddings. From engagement soirées and haldi ceremonies to grand sangeets and the wedding day itself, Jaypore presents a thoughtfully curated collection that adds grace and grandeur to every ritual.

The campaign is beautifully encapsulated in a heartwarming film that captures the essence of love, togetherness, and joy—a visual ode to the cherished moments that make weddings so special. This digital-first campaign leverages the power of social media and online storytelling to inspire modern audiences with its compelling narrative. Through visually engaging content, collaborations with creators, and targeted online activations, the campaign amplifies its reach while staying rooted in the authenticity of its craft.

Radhika Chhabra, Creative Head, Jaypore, shares her vision behind the campaign, “At Jaypore, we’ve reimagined occasion wear for the wedding season and thoughtful gifts for modern couples to celebrate not just the bride and groom but the coming together of families, cultures, and traditions. ‘Maahi Ve’ is a tribute to the vibrant spirit of Indian weddings, where every role and moment is a story waiting to be told. Each piece in this collection reflects our unwavering commitment to India’s craft heritage, offering something truly special for those who value artistry and authenticity.”

At the heart of ‘Maahi Ve’ lies a diverse repertoire of handcrafted treasures, including:

• Heritage Attire: Elegant Banarasi sarees, intricately hand embroidered kurtas, and regal silhouettes crafted to perfection by master artisans.
• Exquisite Jewellery: Heirloom-worthy Polki, Jadau, and Kundan pieces in silver & gemstones, designed to adorn every bride and complement the beauty of wedding. 
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• Artisanal Home Décor: Handcrafted accents that bring warmth and vibrancy to every festive celebration.
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Celebrating India’s unparalleled artistry, the collection highlights intricate craft techniques such as Gota Patti, Zari, Benarasi and handwoven textiles, offering a blend of contemporary style and age-old traditions.

Jaypore’s ‘Maahi Ve’ campaign redefines wedding shopping by curating an experience that connects with the heart, making every bride, groom, and family member feel celebrated.