Chetmani Ornaments & Jewellers leverages association with Nana Patekar-starrer ‘Vanvaas’ to boost brand image

The collaboration with the film, released on December 20, is part of the jeweller’s broader agenda to align with projects that are connected to Varanasi. It combines city pride with strategic marketing, while expanding the brand’s reach to a larger audience

Varanasi: For Chetmani Ornaments and Jewellers, the city of Varanasi has been its cherished home since its inception. Honouring this bond, the brand has consistently strived to highlight significant events and developments that celebrate the essence of the city. In its latest initiative, the jeweller has chosen to associate with the movie Vanvaas, starring actor Nana Patekar. The film, entirely shot against the stunning and spiritually rich backdrop of Varanasi, weaves an emotional narrative about a family and the struggles of its elderly patriarch battling dementia.

“It is a heartfelt movie that was released on December 20. Since it beautifully showcases our city, we felt it was important to have our brand name associated with it,” said Sumit Agarwal, Director, Chetmani Ornaments & Jewellers Pvt. Ltd. He pointed out that the brand’s jewellery is not a part of the film in any way, making this a pure brand promotion activity.

The collaboration is part of the jeweller’s broader idea to align with projects that prominently feature or are connected to Varanasi. The association with Vanvaas follows a similar partnership earlier this year with the high-profile film Kalki 2898 AD, which boasted a stellar cast including Prabhas, Amitabh Bachchan, Deepika Padukone and Kamal Haasan. Such initiatives reflect the brand’s dedication to fostering pride in Varanasi’s cultural and artistic contributions, further strengthening its identity as a proud ambassador of the city.

“This initiative is one of our strategies to build stronger visibility and promote our brand,” said Agarwal. “While we undertake various efforts to promote both our brand and the city of Varanasi, we are selective and ensure that these activities are executed on a substantial scale.” He emphasized that associating with meaningful projects that highlight the city’s beauty and cultural significance not only elevates the brand’s image but also strengthens its connection with customers.

The partnership with the production house of Vanvaas plays a pivotal role in this visibility campaign. Co-branding efforts include newspaper features, billboard advertisements, and, to a certain extent, digital media outreach. “What makes this initiative particularly impactful is the film’s theatrical release, which ensures wide public exposure. Our brand is mentioned in the credits, further amplifying our visibility,” Agarwal added.

By aligning with high-profile projects, the jeweller effectively combines city pride with strategic marketing, reinforcing the brand’s identity as one deeply rooted in Varanasi while simultaneously expanding its reach to a larger audience. The jeweller added that customers were proud to learn of the brand’s association with both the films this year. “The appreciation matters to us because not many brands from Uttar Pradesh get the opportunity to be linked to Bollywood. Hence, for our customers, this sort of connection matters and that boosts our image in their mind,” he concluded.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive