July 20, 2010 05:37:32 PM IST Bollywood Trade News Network
Celina Jaitly has been signed to endorse a new brand Diya Jewelry, a new segment of Jewelry brand by Gitanjali Group.
The reason the brand decided on Celina was because they have a philosophy 'Born of Dreams' and that's what exactly Celina's life is all about, Celina's life has a story like what dreams are made off, a small town girl wins Miss India Crown and then enters into Bollywood. Every girl cherishes such dream and wishes it to come true. Also, Celina has a very pretty face which was perfect for this campaign wherein they have a sweet girl wandering in her own world of fantasies and fairytales.
Says the actress, "Diya is the next biggest thing in India when it comes to diamond jewelry and in the most exotic beautiful designs I have ever seen. The whole ad campaign is out of this world and surreal. Dabbo brings magic to the pictures, the peacock inspired creation by neeta lulla gives it an ethereal feel. And I, the mannequin, feel like a princess of another world altogether and makeup artist Ojas has done his wonder for the second time again after the proactive international ad campaign."
The Diya campaign is encapsulated in the Diya tagline - 'Born of Dreams'. Thus the imagery of the campaign is very dream-like and ethereal, set against nature and is based on the transformation/ metamorphosis of the beautiful diya woman into a dove / pea cock etc. The photo-shoot is done by Dabbo Ratnani, costume is by Neeta Lulla, hair and make-up is by Ojas Rajani and the creative director is Priya Pardiwala.