Humorous Khimji Jewellers ad connects instantly online

Choosing your better half can’t be done overnight, Khimji Jewellers puts so aptly. In this post, The Retail Jeweller takes you to the funny commercial on how women are choosing their groom.

–Shubham Dasgupta

Choosing your better half can’t be done overnight, Khimji Jewellers puts so aptly. In their recent commercial ad on the ‘Perfect Match Collection’, they have featured Bollywood diva Yami Gautam, as the bride-to-be, taking her own sweet time to choose each piece that will adorn herself on her D-day, while her family members keep snoring right inside the showroom. Gautam’s cart, as a result of her patience, consists of breathtaking, unique jewellery that brings the best out of any bride.

“Jewellery for the bridal occasion has so many layers of intricacy and grandeur that one simply can’t buy it impulsively. As humorously put in the ad, just the way the woman screens 15 men to choose her groom, jewellery deserves similar attention. Only then would one’s jewellery complement her look,” said Mitesh Khimji, Director, Khimji Jewellers. Within two weeks of the launch, the ad has garnered 3 lakh-plus views on YouTube and over 35,000 views on Facebook. “The unique message through this ad has generated a spectacular response in the form of customer enquiries online and offline,” Khimji maintained.

Contract Advertising, who executed the commercial, was to underscore Khimji’s unique design expertise in crafting wedding jewellery, keeping in mind new-age brides who have a strong point-of-view over decision making.

“Women are no longer docile recipients of decisions that affect their destiny. They want to play the most active part of it. We thought the selection of wedding jewellery should also be a similarly conscious, time-taking task by the bride herself,” said Rahul Ghosh, Vice President & Senior Creative Director, Contract Advertising India Pvt. Ltd.

“We wove a story around a bold woman’s involvement in choosing her life partner and jewellery for the most important day of her life,” Ghosh said. This idea served the twin purpose of showcasing Khimji’s latest range and championing the cause of women like her. Yami Gautam did complete justice to the character. The Perfect Match Collection is meant for the discerning individualism in today’s bride and was successfully promoted across TV, print and out-of-home (OOH) verticals.