Aisshpra Gems & Jewels has roped in Yami Gautam for its ad campaign with the tag line ‘Main Prtha Bhi Hoon, Main Pragati Bhi’ to promote their Nazakat and Enchante collections. Uttar Pradesh’s preferred jewellery chain, Aisshpra Gems & Jewels, chose to feature Bollywood actress Yami Gautam Dhar because she represents the progressive Indian woman of today. The campaign showcases Yami in an elegant look where she is adorned with Aisshpra’s iconic Polki necklace sets from its Nazakat collection and Diamond sets in Enchante collection. Yami represents the progressive Indian woman who is well educated, broad-minded, and independent on one hand and also rooted in her culture and proud of her traditions on the other hand. A woman who is connected to her roots and culture along with being educated, outgoing and progressive has the capability to change the world for good. The campaign is being launched across the social media and outdoor campaigns. Yami will be seen in all the promotional collaterals of ‘Main Pratha Bhi Hoon, Main Pragati Bhi’ till next year.

“When I heard the concept of ‘Main Pragati Bhi hoon, Main Pratha Bhi’, I was instantly convinced that I want to be a part of this initiative. A very simple campaign with a powerful tagline is going to inspire and empower a lot of women of our country. I am delighted to be associated with the initiative of Aisshpra”, said Yami Gautam Dhar.

“We believe that it is our duty to empower our community in whatever way it is possible and therefore we try to incorporate a social message or call for action in all our initiatives. This ad campaign was very unique as when we were ideating, we wanted to create something that empowers the women around us but did not have a preachy sound, and that's how ‘Main Pragati Bhi hoon, Main Pratha Bhi’ was conceived. We were lucky that we could cast Yami Gautam Dhar for the same as we knew that she will be able to effortlessly play this role for us on this campaign", said Vaibhav Saraf, Director, Aisshpra Gems & Jewels.

In 2020, Aisshpra Gems & Jewels launched a Bridal campaign with Bollywood actress Mouni Roy, which was a great hit amongst its brand’s patrons. The overwhelming response led to the launch of this season’s campaign with a unique take featuring Yami Gautam Dhar. Spread across eight stores in Uttar Pradesh, the brand is known for trendsetting initiatives and campaigns in its region, and this latest campaign 'Main Pratha Bhi Hoon, Main Pragati Bhi’ with Yami Gautam is one such initiative.