Jaypore, an artisanal lifestyle brand from Aditya Birla Fashion and Retail Ltd., has released a new campaign under the theme ‘Reclaim Your Roots’.

In a world that's constantly evolving, our roots are evolving too. Born from diverse origins, enriched by varied traditions - our roots today are embroidered with multicultural influences & experiences. Jaypore celebrates these roots with crafts that enable one to ‘Reclaim Your Roots’. 

This campaign gave Jaypore a unique collaborative storytelling opportunity. The brand worked with each of these personalities to understand their narratives, influences and cultural nuances which were then co-written and will be brought alive throughout the campaign. 

Jaypore celebrates India’s vibrant culture. ‘Reclaim Your Roots’ is a call for unity and diversity. In a time when the world often seems polarized, Jaypore seeks to bridge those gaps. We stand for unity, embracing the rich tapestry of cultures, traditions, and roots. 

With Jaypore, it's not just about celebrating one's native roots; it's about celebrating the multiplicity of geographies and cultural experiences from across the country that shape each one of us. It's about celebrating you. Jaypore’s promise is to enable you to feel closer and celebrate your roots with their diverse range of crafts and craft-inspired finds that have been thoughtfully curated from across India. 

Talking about the campaign, Aditi Rao Hydari expressed, "Jaypore's #ReclaimYourRoots campaign beautifully encapsulates the essence of my journey. It is not just about appreciating where we come from but also about embracing the various influences that shape who we are. It was enriching to be a part of this campaign, and I hope everyone will join us on this amazing path of self-discovery while also celebrating the rich influences and heritage crafts of India this festive season." 

Rashmi Shukla, Business Head, Jaypore, Aditya Birla Fashion and Retail Limited stated, “As we bridge the realms of heritage and contemporary living, Jaypore's mission is not just to sell products; it's to celebrate the stories, cultures, and traditions that define us. Each purchase at Jaypore is an act of preserving our collective heritage as you embrace your cherished root. Launching during the festive season, our collaborative stories come to life. It's an ode to diversity and unity this festive season, where the warmth of traditions mingles with the excitement of new beginnings."

“Reclaim Your Roots reflects the brand’s core values and a response to the evolving strands of our identity in a globalized world. We hope that this campaign will spark a wave of self-discovery, encouraging people to embrace and celebrate numerous threads that interweave to form the fabric of their roots. It's more than simply a campaign; it's a movement towards embracing and celebrating our roots", added Shukla.

Jaypore, stands as a true testament to the rich Indian crafts while blending it with modern aesthetics. The brand offers womenswear, menswear, jewelry, home décor and accessories that represent 30 crafts and many more craft-inspired traditions from across India. These includes patra hand embroidery, khadi block print, kantha, hand painted dabu, rogan print and more from states like West Bengal, Rajasthan, Telangana, and more.