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Silver jewellery brand Shaya celebrates first anniversary with a digital campaign

It is a homage to every person who resonates with Shaya’s sentiment and has been part of the brand’s journey. The video features Jyoti Ann Burrett, Sushant Divgikar, Saloni Chopra and Arshia Rashid

Silver jewellery brand Shaya on September 24 has marked its one year of being — not perfect, but one of a kind. The brand encourages everyone to embrace their quirks, uniqueness, and imperfections.

As a homage to every person who resonates with Shaya’s sentiment and has been part of the brand’s journey in one way or another, Shaya launched a digital birthday campaign. The video was a celebration of all individuals who are not perfect but one of a kind, just like Shaya herself.

The video featured some of digital’s popular faces like Jyoti Ann Burrett, Sushant Divgikar, Saloni Chopra and model Arshia Rashid. Jyoti is an ace footballer who not only chose football over a lucrative corporate job at a young age but has also represented India in the sport. Sushant Divgikar has been a popular face on television reality shows, winner of Mr. Gay India, singer and is currently receiving praises for his stage/drag queen alter-ego, Rani KoHEnur.

Saloni Chopra is an actor and blogger, known on Instagram as @redheadwayfarer for her feminist, progressive statements. Lastly, joining the clan is Arshia Rashid, a young NCC cadet who dabbles in modelling with equal enthusiasm and grit.

The video:

The film featured all the four personalities at their quirky selves grooving to Shaya’s birthday tune and wishing the brand, keeping in mind the celebratory spirit. Shaya also created fun Q&A videos with the four personalities. The vibe of the video was personal and casual so as to engage in a conversation with each personality, understand their journeys and thoughts about Shaya.

The audience loved the campaign and wishes, comments poured in the campaign video and posts.

Mimi Hrahsel, Business Head at Shaya, says, “Digital can play a huge role in promoting inclusivity and diversity, whether in terms of appearance, sexual orientation or even career choices. With Shaya’s new campaign, we’re telling people to ditch society’s preconceived expectations and celebrate what makes them unique. ”


Sushant Divgikar: 31,152 views

Saloni Chopra: 39,917 views

Jyoti Ann Burrett: 27,338 views

Arshia Rashid: 2,292 views

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