Urvashi Kaur/Yugen

The creative direction for Yūgen unfolds in a world where contrasts quietly coexist: intimacy within vastness, stillness within movement, modernity within memory.

Shot in the heart of Chandni Chowk, where time gathers in layers, the campaign reflects the tension between the grounded and the futuristic, the enduring and the ephemeral. Yugen reflects Urvashi Kaur’s enduring dialogue between the old and the new through form, texture, and light, it becomes a meditation on duality, finding poignance in what is often overlooked, and beauty in what endures.