Zoya’s ‘Reborn’ ditches clichés, embraces feminine awakening

Zoya, from the House of Tata, unveils Reborn, a transcendent multimedia campaign film, created in collaboration with Wieden+Kennedy India. Directed by Laurence Dunmore, known for his storytelling and work with Johnny Depp, with Wieden+Kennedy India as the agency, led by Yogesh Rijhwani, executive creative director, the film portrays the essence of a woman fully alive in her own narrative.

In conjunction with the launch of Reborn, Zoya introduces its new logo, marking a fresh chapter in the brand's storied legacy.

“At Zoya, we understand that a solitaire is far more than a symbol—it is a personal treasure, a reflection of the Zoya woman’s journey. Like her, the unmatched brilliance of our solitaires truly shines with each piece designed to capture her essence. Crafted with exceptional artistry, the Eterna Cut Zoya solitaire radiates captivating fire and scintillation, reflecting her soul, a reminder of her inner brilliance,” said Ajoy Chawla, CEO of Jewellery Division, Titan.

At the core of this story is Zoya’s commitment to creating timeless, meaningful pieces of wearable art. Each creation is more than just an adornment—it’s a talisman of her elemental feminine. Every piece reflects this deep, personal journey, designed to accompany and celebrate her journey of coming into her own.

“Our journey together was a creative collaboration to find and craft the essence of Zoya as a brand and lifestyle, embracing the idea of a woman seeking a reconnection with her inner creativity and the dreams and passions that inspire her rebirth," says Dunmore, the master filmmaker.

"Unlike other solitaires, the Zoya solitaire isn't an outward marker, adds Rijhwani, executive creative director at W+K India. “That insight shaped our creative journey. It's about a woman coming alive as she finds her true, inner self."

The Reborn collection heralds in a new era for the atelier, with the introduction of the Eterna Cut and a new logo. The Eterna Cut, crafted into a star-shaped facet, transforms each piece into wearable art and a timeless treasure.

Campaign’s take: Luxury jewellery advertising has long been shackled by tired tropes—celebrations, milestones, and gift-giving occasions. But Zoya’s latest campaign, Reborn, dares to break free, mirroring the journey of a woman not defined by external expectations but by her own awakening.

Crafted by Wieden+Kennedy India and directed by Laurence Dunmore, Reborn is a cinematic meditation on a woman stepping into her fullest self. This is not just another ‘gift-worthy’ moment—it’s an ode to feminine self-expression, where jewellery is not a marker of status but a talisman of transformation.

Zoya’s new logo underscores this shift, symbolising rebirth, vitality, and creation. The Eterna Cut solitaire, with its star-shaped facet, mirrors the campaign’s ethos—pure, brilliant, and deeply personal.

Unlike conventional luxury campaigns, Reborn doesn’t sell a dream; it captures a reckoning. It’s a strategic masterstroke—one that positions Zoya not as a brand for special occasions but as an emblem of a woman’s most profound one: the moment she becomes herself.