Mahesh Notandass Jewellery shines in Call Me Bae web series, strengthens its position as a fashion-forward brand

The brand’s collaboration with the Ananya Pandey-starrer showcases the strategic use of jewellery to enhance storytelling and brand visibility

Mumbai: Jewellery brands often seek to connect with audiences that resonate with their design philosophy and style. This strategy is exemplified in the recent collaboration between Mahesh Notandass, Vandals, and actors Ananya Pandey and Mini Mathur in Amazon Prime Video’s web series Call Me Bae. By featuring their jewellery on these actors, the brands successfully aligned their youthful and modern designs with the on-screen characters, enhancing the visual storytelling.

Vandana Jagwani, Partner at Mahesh Notandass, emphasised the importance of these partnerships. “We frequently receive such collaborations because our design language and variety attract stylists and celebrities, especially younger stars. These associations help us maintain good relations, making us more approachable,” Jagwani explained.

What set this collaboration apart was the strategic use of jewellery throughout the series. Rather than having characters constantly adorned, pieces were chosen to complement specific moments in the script. Jagwani noted, “The use of social media to update our clients, along with organic media coverage, show reviews, and promotions by the web series, have effectively promoted the collaboration.”

A reel on Mahesh Notandass’ Instagram handle showcases the versatility of its designs. The reel features Mini Mathur wearing a bold cocktail diamond ring with her saree, while Ananya Pandey’s gown is elegantly paired with sparkling diamond earrings, demonstrating the brand’s ability to balance trendiness with sophistication.

This project highlighted the importance of maintaining strong industry connections and offering a versatile design range, allowing the brand to remain relevant for high-profile assignments.

Jagwani clarified, “We do not define these as partnerships, as there are many. Indian celebrities are aspirational, and since we have built a good rapport with them, these collaborations are ongoing. It is part of our brand DNA.”

Mahesh Notandass has frequently featured its jewellery on celebrities. However, the brand aims to be part of a larger narrative. Jagwani cited an example: Deepika Padukone wore Mahesh Notandass’ diamond and sapphire earrings during her mental health interview at the World Economic Forum in January 2020.

“We found this an interesting connection beyond just wearing jewellery. When there is a voice that correlates with our brand values, it is much nicer to be associated with it than a mere wardrobe collaboration,” Jagwani added.

She emphasised the importance of aligning brand values with their products. Over time, this approach has facilitated organic visibility for Mahesh Notandass as a jewellery brand that aims to go beyond transactional growth.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive