BREAKING GENDER BARRIERS

BK Saraf, a legacy jewellery brand, is turning heads with its audacious social media campaign led by award-winning designer Suyash Bansal. Breaking away from tradition, the campaign “Spark a Revolution in You” challenges gender norms by spotlighting men’s jewellery boldly and innovatively. This daring move has not only increased the brand’s male customer base by 40 per cent but also skyrocketed its Instagram followers and account reach

TRIGGER

Traditionally, the jewellery industry has focused predominantly on women, with marketing campaigns featuring female models. Men’s jewellery has typically been limited to simple rings, lockets, and pendants. Suyash Bansal of BK Saraf aimed to disrupt this narrative by promoting inclusivity and challenging gender stereotypes. The legacy brand’s goal was to establish itself as a contemporary and bold innovator within the industry.

EXECUTION

The brand’s social media campaign, launched in January, was divided into three phases. Each phase featured vibrant, bold colours to capture attention and highlight the unique nature of its work.
Phase 1: The campaign kicked off with a bold red background and introductory posts announcing the challenge to gender norms. The initial reel went viral, garnering 35,000 likes within two weeks. In the following week, a purple theme was introduced along with the brand’s first collection inspired by a celestial odyssey. For the first time, a male model showcased heavy jewellery, including necklaces, chokers, earrings, bangles, and rings. This move, particularly from a legacy brand, generated significant buzz and a mix of positive and negative responses from the audience.

Phase 2: The second chapter, “Find the Divine in You”, used a saffron colour theme and coincided with religious ceremonies like the Ram Mandir inauguration, Ram Navami celebrations, and Akshaya Tritiya festival. This phase emphasised historical and religious contexts where men wore heavy jewellery. The inspiration for the jewellery came from ancient epochs like Treta Yuga and Dwapara Yuga.
Phase 3: The final chapter, “Find the Purity in You”, aligned with Eid and featured jewellery inspired by the Mughal period, using a theme colour reflecting the festival’s spirit.

“For the first time, a male model showcased heavy jewellery, including necklaces, chokers, earrings, bangles, and rings. The business has effectively become inclusive of men and a destination for men’s jewellery collections, particularly the groom’s collection, following a 40 per cent increase in male consumers”

Suyash Bansal, Operations Manager & Jewellery Designer, BK Saraf, Lucknow

RESULT

This six-month campaign has been highly successful, transforming BK Saraf’s image from a traditional legacy brand to a contemporary one. The business has effectively become inclusive of men and a destination for men’s jewellery collections, particularly the groom’s collection, following a 40 per cent increase in male consumers. Over the past six months, the brand’s 4,000 Instagram followers have grown, and its Instagram and Facebook accounts have now reached 8,00,000 and 7,00,000 people, respectively.

Written by Pratyasha Kumari