ZOYA UNVEILS ‘HER AGAIN’ WITH ANOUSHKA SHANKAR

ZOYA, the Tata Group’s luxury jewellery atelier, has launched Her Again, a High Jewellery collection inspired by India’s spices and cultural memory. Featuring sitarist Anoushka Shankar, the TBWA\Lintas campaign celebrates a woman’s rediscovery of herself, blending evocative storytelling with gemstone mastery, immersive experiences and a multi-channel rollout across India.

India’s rich cultural memory, carried in the colours and fragrances of its spices, forms the inspiration for ZOYA’s latest High Jewellery collection, Her Again. Conceptualised by TBWA\Lintas, part of Omnicom Advertising India, the campaign features internationally acclaimed sitarist and composer Anoushka Shankar, embodying the intimate journey of a woman returning to herself.  

The film opens with Shankar walking through an Indian spice market. A pause to inhale the fragrance of a spice becomes a passage into memory, transporting her into a world of nostalgia, play and instinct. She discovers ZOYA jewellery along the way—earrings in a bougainvillea garden, a ring during hopscotch, a bracelet on her path, and a carousel ride that celebrates spontaneity. Each piece appears as a rediscovery, giving form to memories and facets of her identity.  

Amanpreet Ahluwalia, Business Head, ZOYA, explained: “At the heart of ZOYA is a belief in the inward journey of a woman to her most authentic self. With Her Again, we explore the evocative power of spices as keepers of memory, reconnecting her with parts of herself she may have forgotten. Beneath all the roles she inhabits, there is a part of her that has always been there, waiting to be found again.”  

Vasudha Misra, Chief Creative Experience Officer (North), TBWA\Lintas, highlighted the campaign’s focus on women in their 40s and 50s, often underrepresented in advertising. “They are at the prime of their lives—confident, gorgeous, unafraid to show their childlike side. Spices take us down memory lanes, helping us reconnect with who we enjoy being. This campaign is an ode to women of a certain vintage, hence our muse, Anoushka Shankar.”  

Shankar herself embodies this spirit. Having shaped a distinctive musical language across cultures and genres, she carries her Indian heritage into a creative practice that is deeply personal. In the film, her curiosity, playfulness and freedom mirror the campaign’s celebration of rediscovery.  

The collection transforms the sensory world of spices—turmeric’s golden warmth, mace’s deep red, cardamom green, saffron’s richness and rose’s delicacy—into gemstone artistry. Through expressive colour, unusual stones and intricate craftsmanship, ZOYA creates a distinctive expression of High Jewellery.  

Shot by Bharat Sikka, the campaign will unfold across digital, print, social media and PR, supported by striking visual merchandising in ZOYA boutiques and curated in-person experiences across Indian cities. A diverse mix of content formats will amplify visibility and engagement, reinforcing ZOYA’s positioning as a leader in luxury jewellery.  

At its core, Her Again is cinematic storytelling that celebrates memory, rediscovery and authenticity. It invites women to embrace the joy of being entirely themselves, reconnecting with the many facets within them—curious, spontaneous, expressive and deeply feminine.