Brands
Jaypore’s Threads of Light celebrate craft & women
MUMBAI: Lighting up Diwali with craft, culture, and courage. Jaypore is weaving a luminous festive story with its latest campaign, Threads of Light, celebrating India’s rich artisanal heritage and the women who inspire. In collaboration with veteran designer Anju Modi, the campaign blends tradition, creativity, and contemporary elegance, casting a glow on craftsmanship and resilience alike.
The cinematic campaign features four remarkable women, each embodying strength and artistry. Actor Shefali Shah brings depth and grace, singer-songwriter Bindu Subramaniam represents harmony between tradition and modernity, Gita Prakash reflects courage and reinvention, and Anju Modi herself completes the circle with her devotion to craft. Together, they illuminate the poetry of heritage and the quiet power of women who lead with creativity.
“Threads of Light celebrates the magic of Indian craft and the women who carry strength, creativity, and grace in every step of their journey,” said Jaypore vice president & brand head Manu Gupta. “This festive season, we wanted to create a campaign that honours both the hands that make and the hearts that inspire.”
The festive collection showcases rich emerald, red, and antique gold tones, adorned with zari and zardosi embroidery alongside delicate block-printed details. Shot in sweeping cinematic frames, the campaign journeys from artisans at work to a vivid tableau of festive living, seamlessly integrating Jaypore’s home offerings in brass, kansa, dokra, and décor.
With Threads of Light, Jaypore reaffirms its commitment to celebrating heritage that is not only preserved but lived, in what we wear, how we celebrate, and the stories we carry forward.
Brands
Beardo unveils new film for Godfather fragrance
Danish Pandor leads cinematic campaign spotlighting power and comeback narrative.
MUMBAI: Power doesn’t always shout sometimes, it just walks back in and takes its seat. Beardo has rolled out a new campaign film for its flagship Godfather fragrance, bringing a cinematic lens to one of its most recognisable products. The film stars Danish Pandor, fresh off his portrayal of Uzair Baloch, and leans into a narrative built on quiet authority, tension, and a long-anticipated return.
Set in an abandoned den with an unclaimed throne, the film unfolds through whispers and restrained drama, culminating in a reveal that favours presence over proclamation. The storytelling mirrors the positioning of the Godfather fragrance itself, an enduring bestseller in the men’s grooming category, known for its bold, woody-spicy profile and appeal across age groups.
Rather than opting for a traditional feature-led approach, the brand leans into mood and mythology. Pandor’s performance anchors the film’s central idea of an anti-hero reclaiming control, aligning with the fragrance’s identity as a symbol of dominance and self-assured masculinity.
Conceptualised by Beardo’s in-house team, the campaign has been released across Instagram and Youtube, reflecting a broader shift towards content that blurs the line between advertising and entertainment particularly for digital-first audiences.
The fragrance itself blends mint, lemon, geranium, vetiver, and musk, designed to be long-lasting and versatile. But the campaign makes it clear: this isn’t just about scent notes, it’s about signalling presence.
In a category crowded with claims, Beardo’s latest play doesn’t try to be louder. It simply leans into the idea that the real ‘OG’ doesn’t announce itself, it’s felt.
