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 that highlights the inherently dynamic nature of the quintessential Indian saree, establishing that there is no right or wrong way of wearing a saree —just one’s own way.
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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 the wedding.
Sudarshan Santosh Budhia, Director and owner, Julahaa Sarees, said, “At 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.”
Speaking about the association, Parineeti Chopra announced on her Instagram platform, “Back in October for Mr. Bachchan’s Diwali party, I wore a saree for the first time at a public event and the response was, let’s just say, good! I think people who thought of me as someone who only dressed casual or sporty changed their minds. Even I did. I always had a mental block that sarees were only for moms or brides. I was wrong! Now I am so happy to convert my new found love for sarees into a professional association. I wanted to partner with someone who shared my thought of making sarees exciting for each and every girl and woman out there!!! Happy to announce that I’m the brand ambassador of @julahaasarees and an active supporter of their cool initiative #MySareeMyWay that encourages women to express themselves through their drapes.
Their exquisite range of floral sarees and my personal favourites are now available on their website for you to style your way https://julahaasarees.com/. Add them to your closet girls!”
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