Abaran Timeless Jewellery’s Gowri Tritiya video promotes brand’s offerings, shows authentic portrayal of rituals 

Considered auspicious for married women, and practiced in select families across Karnataka, Goa, and parts of Kerala and Maharashtra, the brand aims to showcase its silverware and jewellery that are an integral part of the festival 

Bangalore: In India, jewellery has always been closely linked to traditions and festivals. With the aim of highlighting some significant but oft-forgotten traditional rituals, Abaran Timeless Jewellery launched a video campaign prior to the festival of Gowri Tritiya that is being observed on September 06, 2024. 

With the date of this festival close to the start of the main festive season, the jeweller pointed out that though some people buy a small amount of jewellery or silverware simply to commemorate the pujan, most of the customers prefer to treat Gowri Tritiya as the main buying occasion.

Gowri Tritiya, also referred to as Vayana Pooja, is a significant tradition observed by married women in the Goud Saraswat Brahmin (GSB) community on the third day of the Bhadrapada month, according to the Hindu calendar. This ritual, considered highly auspicious for married women, is practiced primarily in select families across Karnataka, Goa, and parts of Kerala and Maharashtra. 

“In the video, we have showcased the traditional jewellery, from necklaces to the earrings and anklets that women wear to perform this festival. The visuals are meant to highlight the appropriate way to carry out the pujan ceremony, as per the rites and traditions,” said Preethi Kamath, Director, Abaran Timeless Jewellery. 

By highlighting a sacred ritual that is observed across limited locations in India, the brand not only wants to shed light on the apt way of performing the rituals but also promote the range of its jewellery that is popular among its base of married women customers. The brand observed that the video could also be a point of reference for younger customers in Tier I and Tier II cities, where most people tend to lose touch with authentic rituals performed over the generations.

In the ritual, coconuts are used to represent Goddess Gowri, symbolising divine blessings. For those not born into families with this tradition, receiving the Vayana is seen as a special blessing. 

The Bangalore-based jeweller’s portrayal of the traditions and rituals followed during the pujan has been promoted on the brand’s Instagram handle and other social media channels. The video/reel shows a woman decorating the altar of the goddess with the coconuts, which have been adorned with turmeric and vermillion to represent the deity. The background score, sung by artist Kavita Shenoy, narrates the context of the festival that is observed by married women. “At Abaran, we strive to promote our customs and traditions. Jewellery and silverware have been an integral part of Indian custom and tradition for centuries and we are keen to showcase our jewellery and silverware through these videos to promote our culture ensuring the legacy of our ancestors endures and inspires future generations,” explained Kamath.

By showcasing its silverware in the reel, the brand is also bringing forth newer designs that can encourage potential sales. “The diyas and silverware shown in the video is from the brand’s offerings. They are important for the rituals and with the new designs we have launched, we are already getting many enquiries,” commented Kamath. 

After the day of the festival, the jeweller wants to take this video and the promotion further with another activity, wherein the viewers and social media audience will be invited to share reels and videos of themselves performing the ceremony as per the traditional route. Based on a few parameters such as the attire, the traditions followed and the presentation, the brand will then select a winner. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive