Julahaa Sarees, the master weavers from Surat, has signed Parineeti Chopra as brand ambassador.
The association also marks the launch of their unique campaign, #MySareeMyWay, which highlights the inherent dynamic nature of the quintessential Indian saree, establishing that there is no right or wrong way of wearing a saree âjust oneâs own way.
The campaign is aimed at the millennial audience that is now exploring traditional sarees, and yet want to add their unique stamp to it. With sarees becoming the flavour of every season, the campaign is focussed on embellishing its comfort even when worn to a Sangeet, Baraat or wedding.
Sudarshan Santosh Budhia, Director and owner, Julahaa Sarees, said, âAt Julahaa Sarees, we believe in spotting opportunities and developing a sustainable solution for the same. In the past five years, we have worked passionately to bring ornate sarees in materials such as Art Silk, Georgettes, Linen, Chanderi, Organza And Matka Silk to special occasions, and our efforts have paid off. We have seen the same passion for good work in Parineeti. From Dimple Chaddha in Ladies vs. Ricky Bahl to Bindu Sankaranarayanan in Meri Pyaari Bindu and now Jiwani in Kesari, Parineeti has reinvented herself for every role. Her passion for her art is evident in the range of roles she has chosen for herself. We are very happy to welcome Parineeti aboard as the face of the brand.â
Speaking about the association, Chopra said, âI am thrilled to be the brand ambassador of Julahaa sarees and its innovative #MySareeMyWay campaign. Growing up in Ambala, I have seen the eternal grace and beauty that sarees bring. With our adaptation of authentic Indian fabrics and silhouettes, we want millennials to sport the saree as they like for there is no one way to wear it. Making the saree a fashion choice for the young is what we hope to do.ââ
Founded in 2014 by Santosh ji Budhia and Sudarshan Santosh Budhia, Julahaa Sarees is all about bringing traditional wear for women in India a way of life.