Jaypore, India’s beloved artisanal lifestyle brand from the house of Aditya Birla Fashion and Retail Ltd., welcomes the festive season with ‘Threads of Light’, a cinematic campaign that celebrates fire as a symbol of inner strength, the poetry of heritage, and the grace of women who carry resilience and creativity within them.

The film brings together four remarkable women, each embodying a different shade of strength and artistry. Actor and artist Shefali Shah lends her depth, grace and spirit to the story. Singer-songwriter and educator Bindu Subramaniam represents the perfect harmony between tradition and modern creativity. Dr. Gita Prakash, once an Army doctor and now a model, reflects courage, reinvention and resilience. And designer Anju Modi herself, with her devotion to craft and design, completes the circle of inspiration. Together, they shine as keepers of light, echoing the timelessness of India’s heritage in their own unique ways.

Speaking about the campaign, Manu Gupta, Vice President & Brand Head, Jaypore, said, “Threads of Light is our way of celebrating the quiet magic of Indian craft and the remarkable women who embody strength, creativity, and grace in every step of their journey. This festive season, we wanted to create something that feels alive, rooted in heritage yet vibrant for today, a collection and campaign that honour both the hands that make and the hearts that inspire.”

At the heart of Threads of Light is Jaypore’s festive partnership with veteran designer Anju Modi. With a legacy of over three decades, Modi has championed India’s crafts, creating designs that are both timeless and poetic. Her festive collection for Jaypore brings together rich tones of emerald, red, and antique gold, adorned with zari and zardosi embroidery, along with delicate block-printed details, blending heritage with contemporary elegance.

Shot in sweeping, cinematic frames, the campaign journeys from the quiet rhythm of artisans at work to the presence of these women of substance, culminating in a vivid tableau of festive living. Alongside the apparel, Jaypore’s home offerings in brass, kansa, dokra, and décor find their place in the glow of Diwali, reflecting the brand’s dedication to artisanal living.

With Threads of Light, Jaypore reaffirms its belief that heritage is not only preserved but lived—in what we wear, how we celebrate, and in the stories we carry forward.