The stunning Amrita Rao who has vowed us with her Bollywood roles like that in Vivah is no newbie to the camera. But she has now taken upon herself a new challenge by foraying into the world of TV with her debut as an anchor and brand ambassador for Jaipur Jewellery Show (JJS) on NDTV Goodtimes. Rao will host the six-part series, taking the viewers with her to delve into the world of traditional heritage Rajasthani jewellery.
Unlike most other film stars who choose to endorse cosmetic or electronic products, Rao’s choice of show for her TV debut is rather different. She says, “The uniqueness of the concept attracted me. JJS along with NDTV Goodtimes is a great platform to reach a world audience and promote regal and traditional Rajasthani jewellery.” She was fairly clear that she did not want to do reality TV that is dominated by scripted fiction which often looks impractical as well. She wanted to engage with something that is real and at the same time, educative.
Jewellery has always been an intrinsic part of Indian culture and heritage. But it is not always given its due where mainstream fashion is concerned, feels Rao. JJS (in its 13th year now) seeks to glorify the art of the craftsmen who are involved in the process of jewellery making. “It is important that these artists get a better economic status and more comfortable lives so that their art doesn’t die out,” she adds.
As a first time anchor on TV, Rao definitely faced a number of challenges. “I entered as a complete novice into the world of these artisans and for the first time I was the one asking the questions rather than answering them. After spending so much time with them and observing them, I have a new-found respect for them. Making heritage jewellery is a long, intricate and painstaking process and this is what the viewers will be able to see on the show,” she says.
Being shot in Jaipur, how could the makers of the show not treat their muse like a princessIJ Rao says that she thoroughly enjoyed her time filming the show. She got a chance to explore not just the art of jewellery-making but also many beautiful heritage monuments in the city. It was completely different from her experiences as a film actress. The way she sees it, the show is a part of taking heritage and culture forward by the second and third generations of these jewellery craftsmen.
Calling the artisans visionaries of jewellery, Rao adds that they create inspiring pieces of jewellery combining tradition and modernity for the new-age woman. The main thing the show talks about is the craftsmanship that takes place behind the scenes before our eyes see the final jewellery. This interesting theme set against the backdrop of the Pink City is perfect for her TV debut.