Mumbai: Brands are increasing targeting specific communities and geographies to build connects with them. That’s exactly what Malabar Gold & Diamonds is doing.
It has signed on national award winning actress Manasi Parekh as the face of its latest campaign aimed at educating customers on responsible and transparent gold purchasing. Recently awarded the national award for best actress for her performance in the Gujarati feature film Kutch Express, Parekh will represent the brand over the next two years, connecting with both national and international Gujarati audiences.
Adding depth to the campaign is Viral Shah, a state and national award-winning filmmaker who has established himself as a cornerstone of the Gujarati film industry with critically acclaimed films like Kutch Express and Golkeri. He is thrilled to collaborate with Malabar Gold & Diamonds to have directed their first Gujarati campaign with Manasi Parekh.
The ad showcases Parekh adorned in an exquisite range of Malabar’s jewellery designs, from traditional gold pieces to contemporary rose gold diamond styles and everyday accessories. These visuals are set across relatable, everyday scenarios—such as a baby shower, a bridal shower, a conversation between neighbours discussing gold purchases, and celebratory moments—highlighting the emotional and practical aspects of buying jewellery from a trusted source. Each scene underscores the joy of gifting and the assurance that comes from purchasing jewellery through a transparent and reliable process.
Manasi Parekh’s style in the campaign reflects her personal blend of effortless chic with a deep sense of heritage. Sharing her excitement about the association, Parekh said, “ I love how this campaign emphasizes honesty and transparency, helping people feel confident about the gold they’re buying. Each piece I wore felt special, not just for its beauty but for the trust it symbolizes. I’m proud to contribute to this important narrative, celebrating quality and integrity—values that are close to my heart and, I believe, resonate with so many of us.”
Malabar Group chairman MP Ahammed said, “We selected Manasi Parekh for this campaign because of her strong cultural roots in Gujarat, which makes her a perfect ambassador for our brand among Gujarati customers. Renowned for her impactful work in both television and film, Manasi resonates across generations, adding broad appeal to our campaign. Her alignment with Malabar Gold & Diamonds’ values of responsibility and authenticity strengthens our message around fair pricing and ethical practices. Her warm, approachable presence naturally opens up a conversation about Malabar’s commitment to transparent gold buying, making this campaign genuinely meaningful to the people of Gujarat and the diaspora worldwide.”
The campaign has launched across multiple platforms, including TV, print, digital media, social media, and hoardings, with a specific focus on reaching the Gujarati community. As Malabar Gold & Diamonds continues to grow, this initiative reinforces the brand’s dedication to responsible gold-buying practices, fostering trust and confidence among its customers on a global scale.
Further emphasising its commitment to social responsibility, Malabar Group allocates five per cent of its profits to ESG (environmental, social & governance) initiatives, with a focus on health, housing, education, environmental sustainability, and hunger eradication, along with women empowerment programs. These initiatives reflect Malabar’s dedication to creating a positive societal impact, aligning with its vision of contributing to a more responsible and sustainable world.
