A jewelry retailer for several decades, Al Haseena wanted to launch its first brand inspired by Mughal-era designs.
The agency recommended the name áAyatiá, meaning royal for brand. The intricate artistic designs of a Mughal palace found their way in the backdrop and the costume. The look and theme provided was more royal and traditional in keeping with the design of the jewelry.
The concept which found expression through press ads, posters and shop displays resulted in massive demand for the new line of jewelry. Showrooms had run out of the collection much sooner than expected.