Deeply rooted in the cultural richness of Andhra Pradesh and Telangana, the campaign captures the region’s deep emotional and traditional connection with gold, while celebrating the women who light up every household
Hyderabad: Bhima Jewels has launched its latest campaign, ‘Bangaram Ante Bhima’ (If it’s gold, it’s Bhima), an ode to the women who are the true Bangaram – or gold – of the home. Deeply rooted in the cultural richness of Andhra Pradesh and Telangana, the campaign captures the region’s emotional and traditional connection with gold, while celebrating the women who light up every household.
Telugu superstar and long-standing Bhima Jewels brand ambassador Ram Charan leads the campaign across all mediums.
At the core of the campaign lies the profound duality of the Telugu word Bangaram. While it literally means gold, it is also used as a tender term of endearment for someone deeply cherished. Through this campaign, the brand embraces this emotional nuance, positioning itself as the ultimate Bangaram—the finest gold—for the Bangaram of the home.
Abhishek Bindumadhav, Managing Director of Bhima Jewels, said, “Bangaram Ante Bhima is more than just a campaign; it’s a grand celebration of Andhra Pradesh and Telangana’s enduring love for gold. At the heart of this celebration is our brand ambassador, Ram Charan. Everything has come together beautifully—from the breathtaking jewellery to the larger-than-life festivities that truly capture the spirit of the region.”
Conceptualised by ad agency FCB Ulka, the campaign has been thoughtfully crafted through a sharp cultural lens to deeply resonate with audiences across the Telugu heartland. It is now live across television, digital and social media platforms throughout Andhra Pradesh and Telangana.
Founded in 1925, Bhima Jewels has established itself as one of India’s leading jewellery brands. With more than 60 stores across five South Indian States including Kerala, Tamil Nadu, Andhra Pradesh, Karnataka and Telangana, as well as four stores in the UAE, the brand continues to evolve and target new frontiers.
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