Bridal Asia, a pioneer in wedding exhibition that initiated and introduced the concept of luxury, multi-brand exhibitions to India, and Jacob’s Creek, Australia’s leading global wine brand, came together recently in a unique experiential collaboration.
Jacob’s Creek is an Australian wine brand that was first launched in 1976 and is named after a creek that runs through the renowned Barossa Valley wine region in South Australia.
Having earned more than 8,000 awards at wine shows over the last 30 years, Jacob’s Creek wines are exported to over 80 countries. The brand is owned by Pernord Richard.
This year Bridal Asia took a digital platform and curated a virtual luxury wedding exhibition with the best of India’s fashion houses and jewellery labels.
The Creative Director of Bridal Asia, Dhruv Gurwara, said: “It is an honour to be partnering with a globally renowned brand and creating experiential celebrations with Jacob’s Creek. This virtual shopping experience was a one-stop destination for brides-to-be, their families and for all fashion enthusiasts from the safety of their homes.”
Every designer had an individual boutique showcasing his/her latest collections in fashion and jewellery alike, through images and videos, that were filtered by price and other parameters to suit budgets, tastes and preferences. This feature brought customisation and personalisation the forefront.
Patrons were able to place orders directly as well as book a consultation with the designer. The designers helped them explore and choose from a range of looks and address enquiries in real time, retaining the unmatched value of human connection.
Designers such as Manish Malhotra, Tarun Tahiliani, Gaurav Gupta, Rohit Bal, Abhinav Mishra, Aisha Rao, Pallavi Jaikishan, Bhairavi Jakishan and Ritika Mirchandani participated in the virtual exhibition.
Among the jewellery designers were Raniwala 1881, Birdichand Ghanshyamdas, Rambhajos, Jewels of Jaipur, Goenka India and Archana Aggarwal.
Speaking on the collaboration, Girish Patil, General Manager (Marketing- International Brands) at Pernod Ricard India said: “Art and fashion have always been key story-tellers in every changing era. We are thrilled to associate with this virtual fashion experiential and take pre-wedding cheer to the comfort of people’s living rooms.
“With a wedding culture as elaborate as India’s, adapting to the new normal is relatively more challenging; but thoughtful interventions like this one would help us take one step forward towards our goal,” he added.
The association was conceptualised and executed by Wavemaker India. Its Chief Content Officer, Karthik Nagarajan said: “This collaboration has been hand-crafted to bring out what the brand stands for, in a setting that brings together the right stakeholders from the world of luxury and fashion.”
The virtual show owed its success to the clients who continued to inspire legendary brands to take pride in their work and who shared their spirit of innovation.