‘Love is Love’ campaign by Manoharlal Jewellers explores the emotion beyond societal stereotypes

Love is a universal concept. If explored correctly, we see families stay happy and contented because of strong bonds based on love. For the sake of advertisement in jewellery industry, love has for long been confined between couples. Manoharlal Jewellers (Defence Colony/ Preet Vihar) has broken that mould with one of their most evocative campaigns so far, named ‘Love is Love’.

You get awestruck when you see rings doubling up as neckpieces for pets on one of the videos and different still images of the campaign, launched on February 9. This imagery sets the expectations at the right place when it comes to rediscovering love in the form of jewellery. One of the videos showcase people of different generations coming together and discussing what love means to each one of them.

To young, bubbly siblings, love means care for each other. Climbing up the age ladder, the focus shifts to the bond between two mature women in the family. “It is friendship,” says one while defining the spectrum of love. Peace is the right word for another woman, when asked the same question. Finally, Prabhat Shekhar, director, Manoharlal Jewellers, (Defence Colony/ Preet Vihar, professes his love for his wife Manita, while giving his take on love, an emotion that is nobler, bigger than truth.

“Love is subjective and should not be put in a solid mould. Our collection celebrates the feeling of freedom and has no similar design. Customer gets to choose from a variety, as no predictable or popular patterns such as the heart shape has been used in our designs,” says marketing head Surbhi Shekhar, adding that the brand is celebrating the uniqueness of each individual piece and human being who is lovestruck.

As diverse as the thought process is, the brand has infused platinum, yellow gold, diamonds, polki and colour gemstones such as rubies in this range. Getting over 300 views since the time of release, the collection and its promotional tactic are way ahead of their times, for which the brand’s core message of love is impressing a niche customer base who explore the emotion of love beyond societal stereotypes.

Written by Shubham Dasgupta

RJ Exclusive