Avantra’s festive campaign with actor Rukmini Vasanth reinforces ‘My Way’ credo

BENGALURU: Avantra by Reliance Retail, the contemporary saree destination for the modern Indian woman, has launched its latest festive campaign featuring acclaimed actor Rukmini Vasanth, weaving a powerful narrative of personal space, identity, and self-expression amidst the celebratory rush of the festive season.

The campaign acknowledges women’s role in making every moment special and lands a relatable message. At the heart of the campaign is a new television commercial that encourages every woman to “own a moment” and “find your space” — even amidst the whirlwind of festivities.

Set against the backdrop of an exuberant Indian festival, the film captures the vibrant rhythm of family gatherings, rituals, and laughter. In the middle of this, Rukmini Vasanth can be seen, radiant in a richly-draped Avantra saree, stepping aside briefly and retreating into a quiet, empowering moment of her own.

The narrative is a subtle yet strong reminder: even during the most socially engaging moments, it’s okay to pause, reclaim your breath, and be fully, unapologetically yourself — in your own way. “As a brand with over 50 crafts at one destination, a distinct edge in product offering and a unique cultural positioning, Avantra resonates deeply with the young Indian woman — one who’s defining her identity on her own terms, and reinterpreting the saree as a symbol of self-expression”, said the head of marketing, Avantra.

“We’re delighted to welcome Rukmini Vasanth as the face of Avantra. She embodies grace, confidence, and a deep connection to her roots — values that perfectly align with Avantra’s ethos of celebrating tradition with a modern touch. With her growing pan-India appeal and effortless elegance, she brings a refreshing energy that beautifully reflects the spirit of today’s woman.

“Rukmini Vasanth, in the TVC, is seen appreciating the fabric, feeling its finesse, and immersing herself in the moment suggesting a deep connection not just with the garment but with herself. She’s not just wearing the saree; she’s owning it, feeling its power and elegance, in perfect harmony with her own sense of being. Our campaigns are always rooted in this ideology”, said the head of marketing, Avantra. “This festive TVC is an extension of that voice — a gentle, beautiful nudge to embrace the moment and honour yourself amidst it all”.

The campaign — built on Avantra’s bold and intimate ‘My Way’ brand philosophy — will roll out as a 360° multi-media initiative. With its emotionally resonant storytelling and elegant visual language, this campaign furthers Avantra’s commitment to celebrating the evolving saree narrative — not just as a garment, but as a symbol of reinvention, identity, and personal freedom.

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