Anopchand Tilokchand Jewellers associates with the film ‘Dastavej’ to support local talent and cinema

The jeweller’s role was not related to product placement, but focused on promotion and distribution of the regional film from Chhattisgarh, enabling deeper engagement with the community, beyond the ambit of traditional business

Raipur: Anopchand Tilokchand Jewellers recently collaborated with the movie Dastavej, in a bid to support local talent and promote the Chhattisgarhi film industry. Saurabh Baradia, Director, Anopchand Tilokchand Jewellers, also took on the role of producer for the film. According to Baradia, the collaboration is not about showcasing jewellery, but about connecting with the regional film scene and supporting its growth, while engaging deeply with the community.

Dastavej was released on October 18, 2024, during the festive season. The film saw a positive response, particularly in single-screen theatres, with some shows reaching full capacity. Said Baradia, “We were happy with the response we received. The film’s success helped strengthen our relationship with the community.” The jeweller’s role was not related to product placement, but focused on promotional support through its digital and social media platforms to spread awareness about the movie. There was no commercial interest, the only aim was to foster the growth of local film-makers and actors.

Baradia decided to support Dastavej because of the connection to the local community and the emerging Chhattisgarhi film industry. “This was a chance to support new talent in the Chhattisgarhi film world, many of whom were making their debut with this film. We wanted to provide them with the encouragement they needed,” he said. As part of the promotion, Anopchand Tilokchand Jewellers distributed tickets and passes to its customers, allowing the local community to engage with the film.

The song ‘Hriday ke Baat’ from the film became quite popular, with over 20 lakh views on YouTube and more than 1,00,000 reels shared by fans before the film’s official release. Baradia noted, “It was great to see the response to the song, and we rewarded our customers by offering them tickets to the film.” The jeweller also invited fan clubs, young artistes and other groups to participate in the film’s journey, involving the larger community.

The film did not feature jewellery prominently, and Baradia clarified that the focus was on the rural themes of Dastavej. “The movie’s storyline was based on rural life, and it didn’t need fancy jewellery to tell the story,” he explained. However, he also expressed an interest in creating jewellery collections for future projects if the storyline called for it. “If the story supports it, we would be happy to create jewellery collections inspired by a film,” Baradia said.

While it’s too early to assess the direct impact on jewellery sales, Baradia believes the partnership has expanded the brand’s reach and deepened its connection with both existing customers and the wider community. The collaboration has also opened doors to new opportunities in both business and the entertainment industry.

Baradia, who represents the third generation of his family in managing the business, emphasized that the collaboration with Dastavej aligns with the brand’s long-standing commitment to community involvement.

Anopchand Tilokchand Jewellers is a prominent name in the jewellery industry with a legacy of 67 years. It has five stores – four in Raipur (Chhattisgarh), and one in Bhopal (Madhya Pradesh).

Written by Achal Chaubey  

Retail Jeweller India Exclusive