Mumbai: Everlite by Senco has announced that actress Sauraseni Maitra will be the face of their latest campaign, ‘Glow Karo, Grow Karo’, which blends style with a smart investment. Sauraseni portrays Dhani Gyaani, a knowledgeable character who encourages both women and men to make intelligent financial decisions, especially regarding gold while enhancing their personal style.
The campaign centers on Dhani Gyaani, a modern woman who combines financial savvy with fashion. Sauraseni, as Dhani, humorously questions why viewers hesitate to grow when they can also glow. This character embodies the confidence and financial clarity that today’s women seek. Promoting digital gold as a wise investment, Dhani urges women to embrace financial independence and take proactive steps for their futures. The campaign highlights the value of gold as a smart asset and encourages women to illuminate their paths and redefine financial security, with Dhani stating, “Grow karoge, tabhi toh glow karoge!”
Through this campaign, Everlite aims to simplify the idea of investing in gold, transforming it into an exciting and accessible option for the modern, empowered woman. Dhani Gyaani represents today’s financially
Senco Gold & Diamonds director Joita Sen added, “At Everlite by Senco, we believe that true empowerment comes when women take control of both their style and their financial future. This Dhanteras, we’re encouraging women to invest smartly, grow confidently, and shine brightly—because glowing starts with growing.”
Mumbai: Gargi by P N Gadgil & Sons (PNGS) has experienced remarkable growth since its listing on the stock exchange. The company has set new standards for the fashion jewellery industry in India through its high-quality designer pieces, which are both affordable and unique. In a short span of time, it has received an incredible response from customers and investors alike, delivering over 1700 per cent returns in the last 13 months.
The love of Indian consumers for jewellery is almost unparalleled globally. However, when it comes to affordable everyday wear jewellery, there are very few options to choose from. Typically, fashion jewellery manufacturers operate in the unorganized sector, with designs and product quality remaining low and unremarkable.
This is where a significant market gap was noticed for high-quality, affordable designer jewellery suitable for daily wear. Gargi by PNGS was established with a mission to fill this gap, offering an extensive range of designer jewellery made of brass, sterling silver, gold, and even diamonds, with prices starting under Rs 1,000 (Gargi’s gold and diamond jewellery offerings are priced in the range of Rs 5,000-50,000).
Speaking about the brand’s success and market reception, Gargi by PNGS co-founder Aditya Modak said, “Right from the outset, our vision was to build a customer-centric brand that could bring about much-needed changes in the fashion jewellery market in India. We have a rich legacy from our parent brand that has been around for almost 200 years, and our products have instantly resonated with the target audience due to the excellent quality and designs, making the wearer proud of their choices. To formalize our commitment to the segment, we listed on the stock exchange in December 2022 at an IPO of 30 rupees, and our share prices have constantly risen since then. On December 20th, 2023, our market cap was Rs 406 Cr at a share price of 422. Within 15 days, PNGS GARGI FASHION JEWELLERY LTD traded at Rs 534, giving the company an Rs 515 Crore Market Cap. This reflects the great trust that Gargi has generated in the market as a long-term sustainable brand, and we remain committed to continuously delivering value to our customers and shareholders alike.”
Named after the ancient Indian female scholar from the Ramayana era, Gargi is also one of the names of Goddess Durga. Drawing from both, Gargi has created masterpieces that create an aura of the wearer being beautiful, honest, stylish, fearless, and scholarly. Based on the iconic P N Gadgil & Sons brand, an entity with over rupees Rs 10,000 crore in annual turnover, Gargi has maintained similar operational excellence, customer understanding, and quality. The brand has many interesting line-ups and expansions planned for the financial year 2024-25.
Mumbai: BlueStone Jewellery’s head of marketing Harshna Pasari intricately navigates the landscape of fine jewellery in 2023. With a keen understanding of data and consumer insights, she illuminates the captivating trends shaping the jewellery market this year, and a nuanced perspective on BlueStone’s success during the festive season. She also provides a forward-looking glimpse into the design-led fine jewellery brand’s vision.
Shaping style: emerging trends in fine jewellery
Diamonds and gemstones have indisputably claimed the spotlight in the world of fine jewellery.
The desire for jewellery that effortlessly intertwines with contemporary lifestyles is evident. In an era characterized by flexibility and multiwearability, the spotlight is now on jewellery that is lightweight, stackable, and versatile. In the same vein, watch jewellery has been making waves. With smartwatches becoming a part of so many people’s wardrobes, we envisioned a line of fine jewellery that would accentuate the look of these daily-wear staples. Our diverse collection of watch charms, pins and bands is a great way for wearers to enhance the look of their smartwatches.
Rings, especially unique shapes like chevron and vanki rings have had a moment in 2023. Chevron rings, with their striking V-shaped patterns, are true crowd-pleasers. Whether you’re wearing them to work or a cocktail party, their versatility and grace are truly unmatched. Vanki rings are our contemporary take on a classic style that elevates even the most basic of looks into a statement of elegance.
Another trend that’s been increasingly popular this year is texture play, where unique techniques and materials are used to create depth and visual intrigue in jewellery. Our Sabbia collection features textures inspired by the constant movement of dunes, capturing the essence of shifting sands beneath your fingertips. In the Tucked collection, we’ve centered the design around knots and buttons, creating a threaded texture that you can’t resist touching. À La Mode, one of our bestselling collections, features jewellery with an array of colourful ceramics, that adds a pop to any ensemble. Effortlessly transitioning from day to night, these pieces make a striking impact.
Embracing festive elegance: A glowing success
In the week leading up to Dhanteras, BlueStone witnessed an impressive spike in consumer demand as compared to the same period last year. This surge speaks volumes about the unwavering trust of our consumers and their desire for modern, trendy fine jewellery. Dhanteras itself was nothing short of spectacular, with people exuding boundless enthusiasm and a genuine love for jewellery shopping.
Our TG of cosmopolitan couples between the ages of 25 to 45 has been at the forefront of this change, gravitating towards our jewellery for its use of stylish designs and unique techniques. No longer content with buying plain gold to be kept stashed away in lockers, these customers seek pieces that they can seamlessly integrate into their wardrobes. Their preferences align with our innovative approach and the infectious spirit that envelops the festive season.
The highlight of our festive offerings was the Big Gold Upgrade exchange offer, a step above the usual old gold exchange. This exchange offer gives customers the highest value for their old gold, allowing them to exchange their old 18kt gold jewellery for the value of 22kt gold. This not only aligns with customers’ desire for modern, stylish jewellery but also offers them the highest value for the old designs that they’ve grown out of. Customers are captivated by the transparency of the exchange process and the assurance of receiving maximum value for their old gold at BlueStone. This trust has translated into a staggering exchange of 201,358 grams of gold through this enticing offer, and this number only went up during the festive season.
Looking ahead: BlueStone’s vision
BlueStone envisions an expansive future fueled by a recent infusion of funding, with a strategic focus on amplifying its offline presence across the nation. Currently boasting an impressive network of over 180 stores in India, a significant leap from the 155 stores at the close of the previous year, the company’s footprint extends to 75 plus cities.
BlueStone aims to continue leading with its innovative tech-led approach. The dynamic interplay between online and offline channels epitomises BlueStone’s omnichannel presence. Customers start their journey with the brand online, exploring pieces that they love, before stepping into a physical store to make them theirs.
Mumbai: CaratLane, India’s leading omni-channel jewellery brand, has marked the beginning of the festive season with the launch of its new collection, Alpona. The collection draws inspiration from the mesmerising traditional Bengali art style and its eight unique motifs, crafted with modern aesthetics. These intricate patterns carry profound meaning in each motif, symbolising prosperity, good health, and triumphs. Bringing to life these symbolic elements, the collection also taps into the nostalgia of creating these Alpona designs at home to signal the beginning of any celebration.
Crafted in 14kt gold, white ceramic, and diamonds, the gorgeous Alpona motifs can be seen in a variety of categories, including earrings, rings, bracelets, and pendants. The intricate detailing on each piece demonstrates the perfect blend of tradition and modern elegance.
Talking about the collection, CaratLane VP of marketing Jennifer Pandya said, “Design has always been at the core of everything we do at CaratLane, and the Alpona collection stays true to its inspiration. The handcrafted intricate motifs of this collection are reminiscent of the nostalgia of creating something beautiful with our hands and sharing the joy with our families during every occasion. We’ve translated this idea into gorgeous, affordable designs that can be worn every day to make this festive season even more joyous for our customers.”
The collection has been launched with a heartwarming film that gives Alpona the spotlight, showcasing how jewellery brings people together and enables them to express their emotions beautifully. The film stays true to the brand’s ethos of ‘Khul Ke Karo Express’. The film’s protagonist displays a balance of tradition and modernity, embodying the essence of the Alpona collection.
Alpona by CaratLane is the ideal choice this festive season, whether you’re going for the classic traditional or a trendy indo-western look. The collection is available online at www.caratlane.com and can be experienced in person at over 230 CaratLane stores across India.
Mumbai: Melorra has launched its new ad campaign “#HarGharMelorra” to mark the beginning of festivities this season. It has already established itself as one of India’s finest every-day jewellery brands with a presence in over 26,000+ pin codes across India, the U.A.E., the U.S.A., the U.K., and Europe and is still expanding. The brand will be launching a new collection every Friday, with a total of 75+ designs every week.
The ad campaign reiterates Melorra’s promise to adorn every Indian woman, giving this festive season the option to pick and choose from its wide range of designs for every single day of the festivities ahead.
It pans out across various cities of the country, including Roopnagar, Vijayawada, Asanasol, and Pune, where women from all age groups and backgrounds can be seen soaking in the festivities while flaunting their trendy, everyday-wear gold jewellery, perfectly capturing the zest and fervour of the festive season.
The fact that gold jewellery lovers are no longer confined to buying their favourite pieces just because they stay in a remote area has been amply highlighted and the spotlight focused on Melorra’s reach across every nook and corner of the country, where consumers can get their choice of jewellery delivered right at their doorsteps.
The ad campaign has been released in English, Hindi and other regional languages, celebrating the festive spirit and its reach pan-India as well as in the global markets. The brand has been expanding across the length and breadth of the country and is looking at marking up to 350 experience centres pan India by FY ’26. With its seamless choosing and buying experience, including the touch, feel, and trial of jewellery, Melorra is fast emerging as one of the most preferred brands for everyday gold wear, not confining jewellery to just special occasions.
Speaking about the campaign, Melorra founder & CEO Saroja Yeramilli said, “The purpose of our ad campaign is to let our customers know that we are available across the country at the click of a button. Our customers are in every nook and corner of India, and we want to reiterate that we put in all our efforts to make modern jewellery, which is lightweight and easy on the pocket, available to everyone. We at Melorra want to reach every Indian and provide them with options to go with their contemporary wardrobe.”
After two years of the Covid spell, this year people are going to be celebrating in a big way, with friends and family. With our four different festive collections, Melorra is all geared up to be part of these celebrations. We have seen a growing demand for lightweight gold jewellery that women can wear every day with their daily wear wardrobe. Our “#HarGharMelorra” campaign is another step in this direction, allowing us to reach out to the most remote markets while also increasing access to our entire range of products to a wider range of customers. Our designs are inspired by global fashion trends and are just the perfect choice for every occasion, be it festive or simple everyday wear. Every Friday, we release a new collection and have over 18,000 gold and diamond designs available. Our aim is to amalgamate the passion that Indians have for gold with the change in perspectives and palates that comes out beautifully in our designs,” she said.
Mumbai: Uttar Pradesh-based Aisshpra Gems & Jewels has rolled out a new advertising campaign titled “Main Pratha Bhi Hoon, Main Pragati Bhi,” representing the progressive Indian woman of today. The brand roped in Bollywood actor Yami Gautam Dhar as its new brand ambassador. The campaign is being launched across social media and with outdoor campaigns.
The campaign showcases Yami in an elegant look where she is adorned with Aisshpra’s iconic polki necklace sets from its ‘Nazakat’ collection and diamond sets in ‘Enchante’ collection.
On the one hand, the actress represents the progressive Indian woman who is well educated, broad-minded, and independent; on the other hand, she is rooted in her culture and proud of her traditions.
The partnership aims to promote the idea that a modern yet traditional woman is the future. A woman who is connected to her roots and culture, along with being educated, outgoing, and progressive, has the capability to change the world for the better. Yami will be seen in all the promotional collaterals of “Main Pratha Bhi Hoon, Main Pragati Bhi” till next year.
Speaking about her association with the brand, Gautam said, “When I heard the concept of “Main Pragati Bhi hoon, Main Pratha Bhi,” I was instantly convinced that I wanted to be a part of this initiative. A very simple campaign with a powerful tagline is going to inspire and empower a lot of women in our country. I am delighted to be associated with the initiative of Aisshpra.”
Sharing the thought behind the campaign, Aisshpra Gems & Jewels director Vaibhav Saraf said, “We believe that it is our duty to empower our community in whatever way it is possible, and therefore we try to incorporate a social message or call for action in all our initiatives. This ad campaign was very unique as when we were ideating, we wanted to create something that empowered the women around us but did not have a preachy sound, and that’s how “Main Pragati Bhi hoon, Main Pratha Bhi” was conceived. We were lucky that we could cast Yami Gautam Dhar for the same, as we knew that she would be able to effortlessly play this role for us in this campaign.”
Mumbai: The leading omni-channel jewellery brand, CaratLane, has launched its very own rap anthem on YouTube, starring the employees in their natural element.
The rap antthem #YehHaiApnaTime highlights how the essence & spirit of the people is what makes CaratLane so unique.
The digital anthem recently created a buzz on Twitter as it trended in the top five conversations.
The anthem goes on to showcase a glimpse of the fun & culture at their office.
The brand released the rap anthem to give a sneak-peek into CaratLane’s work culture to its consumer base and connect with like-minded people. While the treatment of the video is very fun, inclusive and full of energy, the anthem also makes some strong statements that represent the overall brand values on omnipresence, priority of consumer experience and being accessible, to name a few.
Talking about the catchy release, CaratLane COO and co-founder Avnish Anand said, “the last 13 years have been nothing short of epic. They say it takes a village but for us it’s been an army of soldiers who have given all their heart, grit and determination in making every day and every year better than the other. From starting out in Chennai to now growing at a global scale, every milestone is a story of multiple heated (or passionate) discussions, the willingness to step into the unknown, the dedication to keep climbing mountain after mountain and being uncomfortably excited about every possibility and challenge thrown at us (and unlimited cups of chai!).”
Mumbai: White Rivers Media, an integrated creative digital agency has bagged the digital mandate for Reliance Jewels.
The agency aims to curate and create insight-led digital communication that resonates with the brand’s target audience and creates an effective disruption in the jewellery market. “White Rivers Media will create campaigns that entice the customers, digital properties that break the clutter and stand out during the festive seasons and year-round content that is unique yet relatable,” said the statement.
“We have high hopes for this partnership,” said Reliance Jewels head of marketing Anup Kondakundi. “With this association, we aim to create effective communication pieces that act as a catalyst to generate our customer’s faith and trust in our brand as their ‘neighbourhood jeweller’ that delivers world-class designs.”
“Reliance Jewels shares a deep bond of confidence with their customers, which has accelerated their growth and established their position as a ‘family brand.’ Through our association, we aim to achieve several moments of connection between the brand and the audience as an indicator of our success and the efficacy of this partnership,” said White Rivers Media co-founder and CEO Shrenik Gandhi.
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.
MUMBAI: Kerala-based jewellery chain, Kalyan Jewellers, has withdrawn its controversial TVC featuring Amitabh Bachchan and his daughter. The advertisement came under attack from a bank union for allegedly depicting banks in a negative light.
The union had termed the ad as “disgusting” which aimed at creating distrust in the banking system.
The jewellery group on Sunday issued a statement, that the ad will be removed from all media with immediate effect.
The statement by Kalyan Jewellers executive director Ramesh Kalyanaraman reads: “We sincerely regret the inadvertent hurt caused and withdraw the advertisement from all media with immediate effect. We understand that the advertisement has hurt sentiments of some people including members of our esteemed banking community. Any such hurtful interpretation being drawn is unintended. We state that the creative advertisement was a work of fiction and not a reflection of banking employees at large.”
The jewellery brand had earlier written a letter to the general secretary of the bank union to state that the company will put a statutory warning stating that all character and incidents are fictional.
“Please accept our unconditional disclaimer for the same. We shall, within three working days from today, add ‘characters and situations depicted are fictional. The brand does not intend to disrespect or malign any person or community’ before the advertisement,” read the statement.
In the ad, Bachchan, depicted as a person with integrity and honesty, is seen visiting a bank branch along with his daughter to return the extra money credited in his pension account and his bitter encounter with bank employees in the process.
The controversial ad sparked an outrage among the banking community after All India Bank Officers’ Confederation (AIBOC) general secretary Soumya Datta alleged that the theme, tone and tenor of the ad were “disgusting, derogatory, to say the least and is aimed to create distrust in the banking system, for pure commercial gain.”
The union had threatened to sue Kalyan Jewellers accusing it of casting aspersion and hurting the sentiments of millions of personnel through the advertisement. Kalyan Jewellers rejected the allegation, saying it was pure fiction.
This is the second time that Big B has faced the heat for an advertisement, the first one was the Horlicks ad campaign “Mission Poshan”. The 75-year-old actor found himself at the centre of a controversy after several public health experts wrote to him asking to end his association with the brand. The experts believed that the campaign is disingenuous and flouted the optimal nutrition norms.
