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Tericom’s New Devi Campaign for Avama Jewellers
Tericom Pvt. Ltd. a strategic communications company and newer kid on the block in Kolkata developed a novel campaign for its client Avama Jewellers.
In-keeping with the festive Durga Puja Season, Tericom developed a strategic campaign on the Devi series to promote Avama’s latest jewelry line.
Six women achievers from the city were chosen for the photo shoot to represent the Devi and they were styled and groomed by Sandy Ghosal and his team and photographed by Somnath Roy.
This was the third in a series of Shakti events organized by Tericom.
The first was in 2018 at the ITC and featured internationally famous photographers Kounteya Sinha and Rishabh Sud. Twenty women achievers who were an inspiration to the younger generation were photographed for this visual story-telling. Some of the women featured included India’s former ladies cricket captain Jhulan Goswami, actress Raima Sen, psychotherapist Minu Buddhia, the mother of the advertising industry Tara Sinha and PR Guru Rita Bhimani.
The second event held at the JW Mariott last year was a multi-media event honoring 5 persons including: Namit Bajoria for his work with the girl child; Ananya Chakraborti, a child-rights activist and chairperson of the West Bengal Commission for Protection of Child Rights; Leena Kejriwal, social media sensation due to her ‘Missing’ campaign on trafficked girls; Neena Singh, the founder of Akshar and the Disha Foundation for creating a unique environment for holistic development of children and Alokananda Roy, dancer and transgender activist.
Keeping in mind the exigencies of the current situation, Tericom launched the Avama Devi Collection in the spirit of the festive season. This beautifully crafted, aesthetic line designed in Gold was a collection of jewelry sets which included necklaces and chokers, earrings and jhumkas, bangles and large rings among others, both in modern as well as traditional styles which could be worn separately or as a set, depending on the occasion which you choose to attend.
Abhishek Kajaria, Director of Avama Jewellers notes that “as a brand we have celebrated women no matter what the occasion. We are happy to celebrate the ‘Devi Collection’ during this festive season”. Abhishek stresses the importance of jewelry as a source of power: “Because jewelry is not just an adornment but also a wonderful investment.”
To promote and support women’s empowerment, a day-long shoot was organized by Avama with 6 women of substance – women achievers who lead the field in their genres; to showcase these collections. The campaign was blasted across various social media platforms and gained enormous traction both in the city as well as the country.
Among the women included were: Debjani Mookherjee – Senior Vice President of Bengal NRI and the founder of the immensely popular Nanighar which empowers and celebrates home chefs; Aishwarya Biswas, the Founder and MD of Auli Lifestyle; a range of skincare and wellness products which helps women be the best versions of themselves; Shaleni S. Biswas – MD of Easy Note Pvt. Ltd., the driving force behind ‘Klassnote’, working for underprivileged female students; RJ Ishani, a voice-over artists and confident RJ who through her radio show influenced change in society; Renesha Banerjee – an social influencer in Kolkata who strikes a perfect balance between beauty, calmness power and strength and Dr. Tehnaz Dastoor a global development specialist who also handles PR and strategic communication. Dr. Dastoor has empowered women and children globally through her work with Unicef.
Ritusmita Biswas, Director of Tericom, who helped conceptualize this campaign and spread the message of Shakti and women’s empowerment concluded by stating that “women are the backbone of any society and when they are empowered − households, communities, villages, cities and the country are all empowered. We salute these women of substance and hope to encourage millions of more Devi’s in our society.”
The first was in 2018 at the ITC and featured internationally famous photographers Kounteya Sinha and Rishabh Sud. Twenty women achievers who were an inspiration to the younger generation were photographed for this visual story-telling. Some of the women featured included India’s former ladies cricket captain Jhulan Goswami, actress Raima Sen, psychotherapist Minu Buddhia, the mother of the advertising industry Tara Sinha and PR Guru Rita Bhimani.
The second event held at the JW Mariott last year was a multi-media event honoring 5 persons including: Namit Bajoria for his work with the girl child; Ananya Chakraborti, a child-rights activist and chairperson of the West Bengal Commission for Protection of Child Rights; Leena Kejriwal, social media sensation due to her ‘Missing’ campaign on trafficked girls; Neena Singh, the founder of Akshar and the Disha Foundation for creating a unique environment for holistic development of children and Alokananda Roy, dancer and transgender activist.
Keeping in mind the exigencies of the current situation, Tericom launched the Avama Devi Collection in the spirit of the festive season. This beautifully crafted, aesthetic line designed in Gold was a collection of jewelry sets which included necklaces and chokers, earrings and jhumkas, bangles and large rings among others, both in modern as well as traditional styles which could be worn separately or as a set, depending on the occasion which you choose to attend.
Abhishek Kajaria, Director of Avama Jewellers notes that “as a brand we have celebrated women no matter what the occasion. We are happy to celebrate the ‘Devi Collection’ during this festive season”. Abhishek stresses the importance of jewelry as a source of power: “Because jewelry is not just an adornment but also a wonderful investment.”
To promote and support women’s empowerment, a day-long shoot was organized by Avama with 6 women of substance – women achievers who lead the field in their genres; to showcase these collections. The campaign was blasted across various social media platforms and gained enormous traction both in the city as well as the country.
Among the women included were: Debjani Mookherjee – Senior Vice President of Bengal NRI and the founder of the immensely popular Nanighar which empowers and celebrates home chefs; Aishwarya Biswas, the Founder and MD of Auli Lifestyle; a range of skincare and wellness products which helps women be the best versions of themselves; Shaleni S. Biswas – MD of Easy Note Pvt. Ltd., the driving force behind ‘Klassnote’, working for underprivileged female students; RJ Ishani, a voice-over artists and confident RJ who through her radio show influenced change in society; Renesha Banerjee – an social influencer in Kolkata who strikes a perfect balance between beauty, calmness power and strength and Dr. Tehnaz Dastoor a global development specialist who also handles PR and strategic communication. Dr. Dastoor has empowered women and children globally through her work with Unicef.
Ritusmita Biswas, Director of Tericom, who helped conceptualize this campaign and spread the message of Shakti and women’s empowerment concluded by stating that “women are the backbone of any society and when they are empowered − households, communities, villages, cities and the country are all empowered. We salute these women of substance and hope to encourage millions of more Devi’s in our society.”
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