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Bipasha Basu unveils new Gili campaign
Gili, India’s oldest jewellery brand, today unveiled its new print campaign focusing on the myriad emotions of the modern Indian woman, and her willingness to come out and express them more freely. The campaign is being released nationally and emphasizes Gili’s identity as a brand for a woman who is an evolved persona and continues to be rooted in tradition with modern outlook.
Continuing with the earlier tagline “Beautifully You”, the new campaign addresses the changed women of today. While earlier she was content being identified with the various roles she played ie work women, homemaker etc, now she is looking at other ways of expressing her unique self, her personality through her pursuits. The new campaign showcases this woman of today and helps her express what she quintessentially is ‘Beautifully you’.
The stunning visuals, which were unveiled by Brand Ambassador and Bollywood star Bipasha Basu herself, depict different moods of today’s woman – as a Wanderer, Traveler, Diva, Bride and a girl Next Door.
Based on research conducted by the brand, which found that women in India today are on the look out for associations which help them to express themselves in various ways, the new campaign shifts the focus of the communication to emotions. Interestingly, the study revealed that the woman of today has evolved from merely being a homemaker, a working woman, a great daughter in law, party hopper to a woman who is seeking to discover herself as an individual. Her ‘self esteem’ needs have become equally if not more important to her, as she aims to give wings to her desires and aspirations, as well as wants to do the things that she always dreamt of.
The earlier campaign of Gili, released in 2008, focused on the functional aspects which are the external manifestations of her lifestyle.eg - Workwear, Casual wear, Evening wear, Classic collection. The new campaign brings her various personalities to the fore as she emerges from a restricted and sheltered existence to becoming a more universal being. The campaign in a way expresses her latent desires where she is discovering aspects of ‘herself’, as a woman who wants to be pampered, loved and aspires for all things that help her in this discovery.
Mehul Choksi, CMD, Gitanjali Group says, “Gili has always been a leader in its category and is now moving in sync with the changing nature and needs of the Indian woman. We cater to her need to be pampered and loved, and her aspiration for all things that help her in her expression of ‘Self’. We are pleased to present her with different collections to express herself.”
Expressing her appreciation of the brand and the campaign, Bipasha Basu says, “Gili represents the modern Indian woman who had cultural roots at the same time is totally independent. I totally identify with that because I am one of them. Gili jewellery is in sync with a woman’s emotions. And the new campaign is really very beautiful and expresses this perfectly.”
Courtesy: The Gitanjali Group
Continuing with the earlier tagline “Beautifully You”, the new campaign addresses the changed women of today. While earlier she was content being identified with the various roles she played ie work women, homemaker etc, now she is looking at other ways of expressing her unique self, her personality through her pursuits. The new campaign showcases this woman of today and helps her express what she quintessentially is ‘Beautifully you’.
The stunning visuals, which were unveiled by Brand Ambassador and Bollywood star Bipasha Basu herself, depict different moods of today’s woman – as a Wanderer, Traveler, Diva, Bride and a girl Next Door.
Based on research conducted by the brand, which found that women in India today are on the look out for associations which help them to express themselves in various ways, the new campaign shifts the focus of the communication to emotions. Interestingly, the study revealed that the woman of today has evolved from merely being a homemaker, a working woman, a great daughter in law, party hopper to a woman who is seeking to discover herself as an individual. Her ‘self esteem’ needs have become equally if not more important to her, as she aims to give wings to her desires and aspirations, as well as wants to do the things that she always dreamt of.
The earlier campaign of Gili, released in 2008, focused on the functional aspects which are the external manifestations of her lifestyle.eg - Workwear, Casual wear, Evening wear, Classic collection. The new campaign brings her various personalities to the fore as she emerges from a restricted and sheltered existence to becoming a more universal being. The campaign in a way expresses her latent desires where she is discovering aspects of ‘herself’, as a woman who wants to be pampered, loved and aspires for all things that help her in this discovery.
Mehul Choksi, CMD, Gitanjali Group says, “Gili has always been a leader in its category and is now moving in sync with the changing nature and needs of the Indian woman. We cater to her need to be pampered and loved, and her aspiration for all things that help her in her expression of ‘Self’. We are pleased to present her with different collections to express herself.”
Expressing her appreciation of the brand and the campaign, Bipasha Basu says, “Gili represents the modern Indian woman who had cultural roots at the same time is totally independent. I totally identify with that because I am one of them. Gili jewellery is in sync with a woman’s emotions. And the new campaign is really very beautiful and expresses this perfectly.”
Courtesy: The Gitanjali Group
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