MAM
Rajnigandha Pearls is Ready to Shine with Goodness, Yet Again, With Anushka Sharma
MUMBAI: The leading Bollywood actress, Anushka Shama is the new brand ambassador for Rajnigandha Pearls, from the House of DS. A firm belief in the quintessential inner goodness that outshines everything else has been the core of all brand communications for Rajnigandha Pearls. The philosophy of goodness has, in fact become an essential part of the brand’s identity and the latest television commercial is yet another piece of creative communication that reinstates this core belief. Like Rajnigandha Pearls, seeds of cardamom coated with silver and blended with Saffron hold within them the striking quality of refreshing instantaneously, the seeds of ‘achchai’ planted in the human heart, can make a world of difference in somebody’s life and outshine everything else.
The plot revolves around a fashion show, where the gorgeous Anushka is the show-stopper. We see the dazzling Anushka walking on to the ramp along with two models. One of these two models confronts an awkward moment when her top unfastens, baring her back. Anushka promptly covers up the glitch by putting her hand on the back of the both the models, thus stopping an embarrassment to mar the situation. The story is all about how a simple act of goodness by Anushka, saves another model from the embarrassment of a wardrobe malfunction. Anushka’s natural graciousness thus outshines the glitz of a star-studded fashion show.
Excited to be the new face for the brand, Anushka Sharma shared her thoughts as she said, “Rajnigandha Pearls believes in the philosophy that goodness can make this world a better place and I am happy to be associated with them as I strongly feel and practice the same.”
Mr. Rajeev Jain, Vice President, Marketing, DSL said, “Conceptualized by Law & Kenneth Saatchi & Saatchi, this new TVC has a touching story, coupled with delightful execution. The philosophy of goodness has in fact, become an essential part of the brand’s identity. And the latest television commercial is yet another piece of creative communication that reinstates this core belief. We are happy to associate with Anushka Sharma, who has surpassed her area of talent and has progressed to uphold philanthropic causes. With a quality to vouch for, Rajnigandha Pearls as a brand is driven by its belief in the innate power of goodness. The brand’s upcoming TVC also reflects the same conviction.”
Talking about his experience of crafting this beautiful film, for Rajnigandha Pearls, Mr. Rishi Upadhyay, Creative Director, L&K Saatchi and Saatchi, quipped, “The brief given to us by the brand team was very clear- we had to enhance the brand message ‘Acchai ki ek alag chamak hoti hai’. The concept needed to be simple and impactful. This story is based on a small act of goodness done instinctively by Anushka that has a huge impact. The insight comes from how we react when we see someone in trouble. A person who is naturally kind hearted will automatically reach out to help, without a second thought.”
MAM
L’Atelier 1664 returns to Lakmé Fashion Week with Abraham & Thakore
Design platform showcases ‘The Sari’torial’ blending tailoring and drapes.
MUMBAI: When couture meets craft, even a sari can learn a few new tricks. L’Atelier 1664 is returning to Lakmé Fashion Week 2026 in Mumbai, continuing its design led partnership with one of India’s most influential fashion platforms. The cultural platform will once again spotlight the intersection of fashion, craftsmanship and contemporary lifestyle, this time through a special runway collaboration with design house Abraham & Thakore.
Titled “The Sari’torial,” the curated showcase reimagines the sari through a conversation between structured tailoring and fluid draping. Drawing inspiration from the relaxed elegance of French style and the rich heritage of Indian textiles, the collection explores everyday silhouettes refined with signature fabrics, subtle detailing and a restrained colour palette highlighted by L’Atelier 1664’s distinctive house blue.
The collaboration marks a continuation of L’Atelier 1664’s presence at Lakmé Fashion Week after its debut association last year, reinforcing the platform’s growing engagement with India’s creative and fashion ecosystem.
Beyond the runway, the brand will also host its signature lounge at the fashion week venue, creating an immersive experiential space designed to bring together design, culture and contemporary lifestyle in one setting.
Carlsberg India vice president for marketing Partha Sarathi Jha said the association reflects the brand’s interest in supporting creative expression. “Lakmé Fashion Week is one of the most important platforms for fashion and creative expression in India. Through L’Atelier 1664, we aim to celebrate this intersection of culture, design and contemporary lifestyle. We are excited to continue our association with Lakmé Fashion Week and collaborate with Abraham & Thakore to bring this vision to life on the runway,” he said.
Designers David Abraham and Rakesh Thakore added that the collection explores a cross cultural design dialogue. “With Sari’torial, we wanted to explore a conversation between French ease and Indian craftsmanship. Our collaboration with L’Atelier 1664 blends a relaxed French sensibility with the richness of Indian textiles, reinterpreting traditional crafts through a modern lens,” they said.
L’Atelier 1664 is part of the portfolio of Carlsberg Group, the Denmark headquartered beverages company whose Indian arm has operated in the country since 2007. Today, Carlsberg India runs 14 breweries across the country, including eight company owned facilities and six contract manufacturers, supporting a portfolio that includes brands such as Carlsberg Smooth, Carlsberg Elephant, Tuborg Green, Tuborg Strong, Tuborg Ice Draft, Tuborg Classic and 1664 Blanc.
Through its continued presence at Lakmé Fashion Week, L’Atelier 1664 is positioning itself not just as a sponsor but as a cultural platform connecting fashion, design and lifestyle conversations in India’s evolving creative landscape.
