bijli

brief>
this was my second annual shoot with reemat jewellery in new york.
she initially came to me wanting to do a diwali campaign around her new collection.

approach>
I shifted the lens. away from bridal, towards party and now. built a high society diwali setting in new york. worked with elements that remind you of diwali, but integrated the jewellery into the narrative.
familiar, but not predictable.

focused on unconventional styling. layered pieces, mixed usage, even treated jewellery as props.
kept it editorial. less posed, more moments.
the idea was to keep it playful, elevated, and true to the moment.

I also built this out as a full campaign.
titled it *bijli* (firework in hindi).
designed the visual language, graphics, and rollout.

result>
a mix of storytelling and product-led frames.
rich in texture and colour.

the jewellery feels current, wearable, and not restricted to bridal.
built for all age groups to see themselves in it.

the campaign was released in phases. teasers on social media, followed by the main images.
creative direction, styling, campaign design, photography and post-production by me.