ZOYA & TBWA\Lintas Redefine Luxury Marketing with ‘Her Again’ Featuring Anoushka Shankar

Breaking Stereotypes: Marketing to Women in Their Prime

In an industry often obsessed with youth, luxury jewellery atelier ZOYA (from the house of Tata) and creative agency TBWA\Lintas are shifting the narrative. Their latest campaign, ‘Her Again’, explicitly targets women in their 40s and 50s—a demographic frequently underrepresented or pigeonholed in mainstream advertising.

Rather than portraying women solely through the lens of family or domestic roles, the campaign spotlights them as confident, independent individuals at the peak of their professional and personal journeys. Featuring internationally acclaimed sitarist and composer Anoushka Shankar, the film serves as an ode to the modern woman’s continuous journey of self-discovery and authentic reconnection.

Check out the Video:

Sensory Storytelling: Indian Spices as Anchors of Memory

Conceptualised by TBWA\Lintas and shot by renowned photographer and director Bharat Sikka, the campaign film leverages sensory marketing to build a narrative rooted in nostalgia.

The visual story begins with Anoushka Shankar strolling through a vibrant Indian spice market. The rich aroma of spices triggers a cascade of nostalgic memories—from playful moments like hopscotch and carousel rides to serene bougainvillea gardens. Each spice color (turmeric, mace, cardamom, saffron, and rose) is directly translated into high jewellery pieces through rare gemstones, distinctive color palettes, and intricate craftsmanship.

"With Her Again, we explore the evocative power of spices as keepers of memory, awakening moments from a woman's past and reconnecting her with parts of herself she may have forgotten," said Amanpreet Ahluwalia, Business Head at ZOYA.

Creative Vision: Celebrating the 'Woman of Vintage'

Speaking on the creative philosophy behind the narrative, Vasudha Misra, Chief Creative Experience Officer (North) at TBWA\Lintas, highlighted the intent to challenge existing advertising tropes:

"Women in the 40–50 age bracket are far more confident and gorgeous than we usually show them to be in advertising. It is the age at which they really come into their own. The idea stems from how certain spices take us down memory lane, allowing us to reconnect with who we truly enjoy being. Anoushka Shankar was our perfect muse—at the top of her game professionally and looking more incredible than ever."

360-Degree Multi-Channel Rollout

To maximize reach across key luxury consumer touchpoints, the ‘Her Again’ campaign will be executed across a comprehensive media mix, including:

• Digital & Social Media: Story-driven video cuts, interactive content, and influencer engagements.
• Print & PR: High-impact features across leading luxury, lifestyle, and trade publications.