Ritu Kumar, designer-wear brand has announced their 2nd campaign named ‘Equally Beautiful’, to celebrate different cultures, faith, colour and creeds. This campaign features four women from four different regions of India in order to portrait the different cultures, and beliefs. T
he campaign will run on social media platforms, across brand store and OOH hoarding in Delhi/NCR, Bangalore, Mumbai, Kolkata and Chennai.
Ritu Kumar, known for her pioneering work in adding the sphere of textile revivalism and offering an impetus to age-old Indian crafts.
Their first campaign which was a great success, was fronted by the famous actor Zoya Hussain, the sophomore offering has now recruited by a large array of faces to champion diversity in all its forms.
The basic fundamental principles of the campaign are diversity and equality. When force and prejudice attempt to create schism with in the fabric of our society, it’s upon us to stand by what we believe.
The main aim of this campaign is to bring out the widest range of diversity of our country through colour, texture, design and many more. Diversity of religion and gender are woven into the material of this country. India has always been a tolerant land with the freedom of belief, practice and love.
The campaign features a photo essay on the idea of four women from four distinct regions of the country, who carries unapologetic beauty within themselves and pay homage to their cultural diversities, was captured by the famous photographer Bikramjit Bose.
The statement made by Ritu Kumar was: “Our artisans who comes from different races follows different faiths. Plurality is ingrained within the DNA of our brand. We respect and support all our craftspeople irrespective of their colour, faith, gender or culture”.
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