Concept & Inspiration
The theme of the campaign, “Be Your Own Kind of Beautiful,” highlighted the importance of embracing individuality and celebrating personal beauty. Drawing inspiration from the iconic Bani Thani painting, created by the renowned artist Nihal Chand in Kishangarh during the 18th century, the campaign reimagined this classical symbol of ideal beauty. The painting itself, portraying a woman from the court of Raja Samokh Singh, is renowned for capturing the elegance, grace, and ethereal charm of its subject, who is often seen as a representation of feminine beauty at its pinnacle.
By channeling the spirit of Bani Thani, the campaign sought to blend the traditional with the modern, encouraging every woman to embrace her unique beauty and be confident in her individuality. Each element of the fashion presentation, from the garments to the styling, reflected this message—honoring the classical beauty of Bani Thani while empowering women to celebrate their own essence.
Execution
We explored the rich traditions of Rajasthan, incorporating Miniature paintings as an art form, which was featured in the collection. Additionally, Leheriya, a traditional Rajasthani tie-dye technique, was woven throughout the campaign’s visuals. These crafts were not just aesthetic choices but a deeper message about preserving and celebrating cultural heritage. We partnered with a prize-winning Leheriya artist who shared his knowledge and insights into this delicate craft, emphasizing the importance of keeping these traditions alive.
The campaign’s story was further enriched by documenting the Princess of Kishangarh, whose life intertwined with the Bani Thani legacy, bringing authenticity to the narrative and grounding the campaign in the cultural history of the region.
Ultimately, Bani Thani was a celebration of beauty—both ancient and modern—focused on embracing one’s own unique kind of beautiful. It was a tribute to the regal elegance of the past, the craftsmanship of Rajasthan, and the empowerment of women to redefine beauty in their own terms. Through this campaign, we not only honored a timeless icon but also pushed forward the message of individuality and the preservation of artistic traditions for generations to come.
