Indya Luxe celebrates fraternities in its first campaign

Indya Luxe launched its first campaign – “Sakhis for life”. Celebrating the love, joy, unity and beauty of lasting bonds a bride shares with her sakhis – her best friends, her sisters, her bridesmaids – the campaign sets the tone for an emotionally charged wedding season.

As a brand created by women, for women, Indya’s campaigns have always celebrated the different facets of femininity. Where previously the brand’s films spoke of how the Indian woman of the new world age proudly owns her heritage and traditions while pursuing her aspirations, this campaign strikes a chord by highlighting female friendships and the fraternity.

The campaign is led by a digital film that captures the feelings and moods of a bride and her bridesmaids through all the joyous functions of her wedding. Filled with nostalgia, the film speaks of their journey and the shared experiences that unite them in friendship and love. It shows the girls reminiscing about laughter and tears, victories and failures, and special moments that become treasured memories.

The film showcases the brand’s Festive ’22 range of masterfully crafted wedding sets, combining Indya’s cutting-edge design DNA with heritage craftsmanship. From cocktail hours that command glitz and glamor to daytime ceremonies that call for delicate detailing, this new range features Indya’s signature riffs on classic party silhouettes.

The film will also be shown on cinema screens and various other digital content platforms and will be supported by OOH coverage in subways and mini-subways.

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