By aligning with a story rooted in real societal challenges—such as marital discord and shifting gender dynamics—the brand becomes part of a cinematic legacy that not only entertains but also provokes thought and reflection. The film released in theatres on May 1
Kolkata: Anjali Jewellers has partnered with the Bengali film ‘Shreeman vs Shreemati’, a social drama inspired by the true story of one of India’s longest-running divorce cases, that released in theatres on May 1, 2025. Starring actors Mithun Chakraborty, Anjana Basu, and Anjan Dutt, the film delves into themes of estrangement, reconciliation and the complexities of modern relationships.
The association strategically places the brand’s jewellery in a key scene of the film, where one of the lead characters visits the jewellery store in search of bridal jewellery — a moment that blends seamlessly with the narrative’s emotional and cultural fabric.
Films that address social issues often resonate with a broader and more engaged audience, cutting across age, gender and socio-economic backgrounds. By aligning itself with a narrative rooted in real societal challenges—such as marital discord and shifting gender dynamics—the brand gains cultural capital, becoming part of a cinematic legacy that not only entertains but also provokes thought and reflection.
The film’s aesthetic showcases a thoughtful mix of old-world charm — a blend that resonates deeply with Anjali Jewellers’ own design philosophy. While the jewellery featured in the film is not from a special collection, it reflects the brand’s focus on creating pieces that appeal to a broad audience, making luxury accessible to all.
“This collaboration holds immense marketing value for Anjali Jewellers,” said Annargha Uuttiya Chowdhuury, Director of Anjali Jewellers Private Limited. “Our store is prominently featured in the movie, giving us an organic connect with the storyline and direct visibility among the film’s wide-reaching audience. Additionally, having well-known celebrities endorsing the brand through the film’s promotions significantly boosts our presence.”
The association is being actively promoted across print, electronic and outdoor media, leveraging the star power of the film’s cast. With its deep roots in Bengali culture and wide audience appeal, ‘Shreeman vs Shreemati’ provides the perfect platform for the brand to reinforce its identity as a brand for everyone — from modern brides to everyday jewellery lovers.
This is not Anjali Jewellers’ first foray into Bengali cinema. The brand has had notable past associations with films such as Rituparno Ghosh’s ‘Chokher Bali’, starring Aishwarya Rai Bachchan and Prosenjit Chatterjee, as well as the 2015 historical drama ‘Rajkahini’. Most recently, it partnered with Srijit Mukherji’s thriller ‘Kill Bill Society’.
Headquartered in Kolkata, Anjali Jewellers is one of the oldest jewellery brands in India. Since its inception, the brand has carved a niche for itself by catering to the taste-conscious middle-class Indian, blending style, heritage and tradition. While its flagship store is located on Gariahat Road in Golpark, the brand has established a strong online presence through its e-commerce platform. It also offers a mobile commerce app on both Android and iOS, enhancing accessibility for modern consumers.
Written by Megha Misra
Retail Jeweller India Exclusive
