Jaypore, India’s beloved artisanal lifestyle brand from the house of Aditya Birla Fashion and Retail Ltd., announces the launch of ‘The Nizam’, a campaign that reimagines the imperial splendour of Nizams of Hyderabad through a modern, fashion-first lens. Inspired by the refined elegance of Deccan and the understated grandeur of its architectural legacy, the campaign pays homage to a world where heritage, craftsmanship, and regal restraint shaped an unmistakable aesthetic for modern royals.  

At the heart of the campaign lies a celebration of quiet, imperial luxury. The film unfolds like a moving miniature painting, revealing moments of poetic intimacy: the soft swirl of dhuna, the scent of ittar drifting through morning light, footsteps gliding beneath the arches of Charminar, and muted laughter resonating across historic corridors. Each visual vignette evokes the royal opulence and artistic refinement that defined Nizami culture, bringing its timeless grace into the present. 

Speaking about the campaign Manu Gupta, Brand Head, Jaypore, said, “With The Nizam campaign, we wanted to reinterpret the grandeur of Hyderabad’s royal past, not in its extravagance but in its refined quietude. This campaign is a tribute to India’s extraordinary craftspeople and to women who embody strength through elegance and softness.”  

Crafted in luxurious cotton-silk and rich silks, ‘The Nizam’ collection reflects intricate hand embroidery and exquisite craft techniques like Rogan art, lampi gota work, handwoven tissue detailing, and sequins in antique hues, all inspired by the artistic traditions of the Deccan. The palette draws from the twilight tones of the region: deep wine, antique gold, jade, ivory, red, and black, reminiscent of historic Nizami textiles. Contemporary silhouettes are paired with traditional craftsmanship to create ensembles that balance heritage charm with modern sophistication, offering richness without excess.  

Extending beyond apparel, ‘The Nizam’ includes artisanal jewellery and curated home accents. These additions complete a refined universe of celebration, rooted in India’s cultural legacy yet crafted for modern living. 

‘The Nizam’ is more than a campaign. It is an invitation to rediscover enduring beauty, a reminder that true elegance, like the legacy of Hyderabad’s Nizams, remains timeless and ever evolving.  

Link to the campaign: https://www.instagram.com/p/DRE2ob8k4Tb/?hl=en