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Tag: Bhima Jewellers

  • Colors Kannada launches ‘NINAGAAGI’

    Colors Kannada launches ‘NINAGAAGI’

    Mumbai: Staying true to its commitment to provide non-stop entertainment, Colors Kannada is excited to present another star-studded family drama, “NINAGAAGI.” The new show is set to air from May 27 at 8:00 PM, Monday through Friday, promising an emotional journey of two contrasting individuals.

    In association with special partners, Sparsh Masala, Ullas Agarbathi and Bhima Jewellers, Colors Kannada brings to life the captivating story of Rachana and Jeeva. Rachana, portrayed by Divya Uruduga of Bigg Boss Kannada fame, is a Kannada film superstar with over 100 films to her credit. Trapped in a golden cage by her controlling mother, she has been pushed into making more films for financial gain. In contrast, Jeeva, played by television superstar Ritvik Mathad, is a single parent striving to provide a loving and secure life for his 6-year-old daughter, often telling her that her mom is a star in the sky.

    The story takes a heartwarming turn when Jeeva’s daughter innocently accepts Rachana as her mother, setting the stage for a unique journey of love and connection between two people from vastly different worlds.

    Colors Kannada business head Prashanth Nayak shared his excitement on the new show, “We have always been presenting storylines of core family values before our audiences that involves family bonding. Ninagagi is a fresh experiment with its unique storyline of parental love that will involve many dramas and twists that enable the togetherness of two different people from the different worlds. Featuring superstars such as Ritvvik Mathad and Divya Uruduga in lead roles have justified our presentation of the story too. We are very confident that our audiences will receive Ninagaagi with massive response.”

    Speaking on the association, Ullas Agarbati managing director Someshekar Patil said, “This partnership not only expands our horizons but also enriches the viewing experience for our audience. By incorporating the calming essence of our incense sticks into the show, we aim to deepen the emotional connection between viewers and the engaging story of Rachana and Jeeva. Together with COLORS Kannada, we look forward to bringing a sense of tradition and tranquility into every household.”

    Sparsh Masala managing director Deeksha S Kumar said, “Sparsh Masala is proud to partner with the highly anticipated family drama ‘NinnaGaagi.’ This collaboration with COLORS Kannada offers us a unique opportunity to reach a wider audience and enhance their viewing experience. As the heartfelt story of Rachana and Jeeva unfolds, our spices will bring an added touch of authenticity to the culinary journeys of our viewers.”

    Bhima Jewellers managing director Vishnusharan K Bhat said, “This collaboration perfectly aligns with our shared values, as both Bhima Jewellers and COLORS Kannada are deeply committed to honoring our roots and traditions. As the heartfelt story of Rachana and Jeeva unfolds, Bhima Jewellers is proud to bring a touch of our rich heritage to the homes of ‘NinnaGaagi’ viewers. Together with COLORS Kannada, we celebrate the artistry and beauty that define our brand.”

    “NINAGAAGI” is produced by Sri Jai Matha Combines, known for acclaimed shows like Nammane Yuvarani, Kannadathi, Bhagyalakshmi, and Lakshmi Baramma. The show features a stellar cast, including promising talents like Priyanka Kamath, Kishan Belagali, Vijay Koundinya, Siri Sinchana, and Punith Hegde. Directed by Sampruthvi, the visionary behind the successful show Nammane Yuvarani, “NINAGAAGI” is poised to captivate audiences.

    To bring this engaging fiction closer to the audience, Colors Kannada will launch a comprehensive 360-degree marketing campaign, including Print, TV Ads, and pop-up ads on Wynk and Jio Saavn music apps. “NINAGAAGI” will also feature unique and extensive on-ground activities, such as public caricatures in shopping malls, forehead stickers to connect with home engineers, and social media contests with specially designed and crafted jewelry boxes as prizes. Additionally, the campaign will include bus branding and hoardings to ensure the show is ubiquitous.

    jiocinema 

    Ninagaagi

  • Bhima Jewellers celebrates this Valentine’s with a heartfelt digital film

    Bhima Jewellers celebrates this Valentine’s with a heartfelt digital film

    Mumbai: As Valentine’s Day approaches; Bhima Jewellers captured the essence of love and craftsmanship in their latest digital film – Love Jewels from Bhima. The film, a poignant portrayal of devotion and artistry, follows the journey of a skilled artisan crafting a beautiful heart-shaped ring, a quintessential symbol of love from the Virtue Valentine collection by the brand. Set against a backdrop of soft light and subtle music, the film begins with glimpses of the artist’s creative process. With each frame, the film captured the dedication and precision of the artisan, whose hands move with the finesse of gentle care. Every curve and contour of the ring is shaped with reverence, mirroring the beauty of the beloved’s gaze and the purity of their heart.

    As the ring takes form, it becomes a tangible expression of love, pure to the core and crafted with unwavering devotion. The film culminated in a breathtaking reveal of the finished piece, shimmering with the promise of eternal love and adorned with the Bhīma hallmark. The digital film is a testament to Bhīma’s commitment to excellence and their dedication to creating meaningful connections through timeless jewellery. It invites viewers to celebrate the beauty of love and craftsmanship and to discover the perfect expression of affection for their loved ones this Valentine’s Day.

    Sharing his thoughts on the digital film, Bhima Jewellers managing director  Vishnusharan Bhatt said,” The film not only showcases the meticulous craftsmanship behind our Virtue Valentine collection but also celebrates the spirit of innovation and dedication that defines our brand. It is a testament to our commitment to creating jewellery that not only embodies timeless elegance but also resonates with the modern sensibilities of today’s women. With this digital film, we wanted to convey the depth of emotion and dedication that goes into creating each piece, making our new collection the perfect gift for Valentine’s Day.”

    T1D Communications creative Vivek Prabhakar said, “This film is inspired by pure love. Just as true love takes time to evolve with readiness to go through the grind, care for little details and ultimately that desire to make it pristine – each piece of Bhima ‘love jewel’ sparkles with the same commitment to craft. The film conveys this connection in a simple and beautiful way and shows how Bhima’s Valentine collection is ‘crafted with love’.”

    From intricate designs to innovative techniques that push the boundaries of traditional jewellery-making, the film highlights the brand’s dedication to creating pieces that are not only stunning but also truly unique. With the Virtue Valentine Collection, Bhima Gold offers more than just jewellery; it presents an opportunity to express love and affection in the most exquisite and meaningful way possible.

  • We are here to empower, won’t judge anyone for their choices: Bhima Jewellers

    We are here to empower, won’t judge anyone for their choices: Bhima Jewellers

    MUMBAI: Kerala-based Bhima Jewellers has been getting lots of love on social media over the past few days, thanks to its new ad depicting the journey of a transgender woman. While most jewellery ads have the familiar set up of a daughter’s wedding to showcase their product, this one enters untested waters by featuring an actual transwoman, Meera Singhania, as the central character.

    The brand approached Delhi-based agency, Animal to help them narrate a unique story of breaking stereotypes in the relatively traditional jewellery business, creating a beautiful and moving film in the process.

    Bhima’s marketing manager Vinod Kumar G shared the brand’s intent behind this campaign. “Bhima turns 100 in three years, and we feel that as a brand with such credibility, we want to lend our voice to causes that matter today. This ad is special as it takes us through the journey of a transgender in today’s society – but focuses on the positive side. It ends on a rosy note, at her wedding, with her family behind her every step of the way.”

    22-year-old Meera’s own real-life experience of coming out, self-admittedly, was trauma-ridden and not so positive. Which only makes this film with its heart-warming, utopian family setup even more poignant and beautiful.

    Kumar adds, “What we want to convey through the ad is that whoever one chooses to be – man, woman, transgender – Bhima is there for you. We are here to serve and empower, not judge. We hope this helps to blur the lines that discriminate on the basis of gender, race, colour etc and families, and (consequently) societies become more inclusive in their thinking.”

    The ad with the tagline ‘Pure as Love’, showcases the struggle of a transgender person in coming to terms with their internal conflicts – of having feelings akin to a female while being trapped in a male body. Gradually, she comes to terms with her true self and is unabashedly able to accept herself for who she truly is. And even more significantly, she is unconditionally accepted and supported through every step of her self-discovery by her family.

    Brand consultant Ambi Parameshwaran feels this is a “very bold advertising by a relatively conservative brand.” The ad’s bold theme is expressed very tastefully and subtly, without excessive drama. “I admire them for taking on the transgender cause. Kudos to the people who made the film and hats off to the brand that tried to do something like this – which is quite different from the standard father-daughter, marriage kind of films. It is an admirable piece of work and I do hope it works for the brand.”

    He adds that because the brand is “largely Kerala-based, with an incredibly high literacy rate, remarkably high social tolerance and diversity – so this kind of advertising will probably work with the Kerala consumer. Perhaps more conservative consumers in other parts of India could find it a little disturbing.”

    There have been trailblazing adverts before too, which have tried in their own ways to pull down societal barriers surrounding gender and sexuality. The Vicks Vaporub ad released in 2017 which depicted the real-life story of a transwoman, Gauri Sawant, adopting a girl child is a case in point. Apparel brand Myntra too has done some notable ads portraying lesbian couples.   

    If one looks at the jewellery space, Tanishq has on occasions tried doing some unconventional creatives. A few years back, it successfully dealt with the ‘second marriage’ theme in another tastefully done ad. Recently, however, its advert revolving around the godh bharai of a Hindu woman in a Muslim family ran into controversy with many people calling for its boycott, till the brand succumbed to trolls and withdrew the ad.

    “One has to be careful before doing these things because we are living in highly sensitive times, when people get easily offended,” cautions Parameshwaran. “For that, Bhima Jewellers must be applauded for their courage and I hope consumers love the ad.”

    The jewellery brand, on its part, had been clear from the get go that it wanted a transperson, and not a cis gender person, to play the ad’s protagonist. Unlike mainstream media which erases diverse representation, Bhima Jewellers strives to stay authentic to the cause and represent the community the right way.

    Parameshwaran sums it up nicely, “What they are trying to say is Bhima understands love can transcend all barriers. So, if your son/ daughter is a transgender you can still love him/ her.”

    And that’s the ‘Pure as love’ messaging this inclusive, empathetic film hopes to send out to the universe.