MUMBAI: Since its inception, Shaya has tried to shun society’s expectation of being perfect all the time. Instead, the brand encourages everyone to embrace their quirks, uniqueness, and imperfections. On 24 September 2019, Shaya marked its 1 year of being- Not perfect, but One of a Kind. As homage to every person who resonates with Shaya’s sentiment and has been part of the brand’s journey in one way or another, Shaya launched a digital birthday campaign.
The video was a celebration of all individuals who are not perfect but one of a kind, just like Shaya herself! The video featured some of the digital’s most popular and individualistic faces like Jyoti Ann Burrett, Sushant Divgikar, Saloni Chopra and model Arshia Rashid. Jyoti is an ace footballer who not only chose football over a lucrative corporate job at a young age but has also represented India in the sport. Sushant Divgikar has been a popular face on television reality shows, winner of Mr Gay India, singer and is currently receiving praises for his stage/drag queen alter-ego, Rani KoHEnur. Saloni Chopra is an actor and blogger, popularly known on Instagram as @redheadwayfarer for her feminist, progressive statements. Lastly, joining the inspiring clan is Arshia Rashid, a young NCC cadet who dabbles in modeling with equal enthusiasm and grit.
The film featured all the 4 striking and distinct personalities at their quirky selves grooving to Shaya’s birthday tune and wishing the brand, keeping in mind the celebratory spirit. Shaya also created fun Q&A videos with the 4 personalities. The vibe of the video was personal and casual so as to engage in a conversation with each personality, understand their journeys and thoughts about Shaya.
Speaking about the campaign, Shaya business head Mimi Hrahsel says, “Digital can play a huge role in promoting inclusivity and diversity, whether in terms of appearance, sexual orientation or even career choices. With Shaya’s new campaign, we’re telling people to ditch society’s preconceived expectations and celebrate what makes them unique. ”
