Melorra’s new ad film #UnTradition with actor Aahana Kumra

The ad film revolves around the insight that millennial women are bold, independent and experimental

e4m by exchange4media Staff
Updated: Oct 7, 2019 3:31 PM

Melorra has launched a new ad film with actor Aahana Kumra of the ‘Lipstick Under my Burkha’ fame. The film through a unique depiction of BFFs Tara and Tia defies common stereotypes surrounding traditions, associated with celebrating festivals and wearing heavy jewellery.


The ad film revolves around the insight that millennial women are bold, independent and experimental, be it in the way they bring in festivals or what they choose to wear. It is a coming-of-age depiction of how celebration of festivals and wardrobe choices are undergoing a transition, with the spirit intact.


The ad opens with Tia (played by actor Aahana Kumra) speaking to her friend on the phone about her Diwali plans. She and her friend Tara want a quiet celebration. Tia is shown wearing a minimal necklace and a pair of earrings from Melorra’s Pop Feather collection. Eventually, both the friends end up at a tiny beach shack lit up for Diwali with a bonfire on the side. As they sit next to each other looking at people, the sky is illuminated by many lanterns, signifying the spirit of the festival of lights but without crackers in an environment-friendly way. Tia and Tara, the beagle’s eyes light up with joy as they revel in their private celebration.


Saroja Yeramilli, Founder and CEO, Melorra, said: “Our new ad film encourages women to #UnTradition with the idea that gold jewellery can become a part of their everyday life instead of being stashed away in lockers. For the bold and empowered Melorra woman, celebrating the festive season isn’t about conforming to traditions nor about breaking them. Just like Tia celebrates a pet-friendly, cracker-free Diwali with Tara, the woman of today celebrates festivals in her own way. Through our campaigns, we hope to shift the usage of gold jewellery from lifestage events to everyday occasions.”  


Lucky Saini and Kunal Dubey, VP, Dentsu India Slingshot, said: “Very few brands are bold and innovative enough to transform an entire product category and make it more relevant with changing times. Melorra is one such brand, and we are elated to partner with them on this journey. The #Untradition festive campaign is inspired by and celebrates the modern Indian woman, who has redefined celebrations & occasions and made them more fun, light-hearted and playful.”

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