With the campaign tagline ‘Absolutely Correct’, the film highlights the brand’s 97-year-old legacy while sending out a message that upholds tradition, brand image and commitment of purity to customers. The 360-degree campaign runs across TV, digital, print and in-store displays
Salem: AVR Swarna Mahal Jewellers has launched its first ad campaign featuring its new brand ambassador Arvind Swamy. Introduced with the campaign tagline ‘Absolutely Correct’, the ad film seeks to reinforce the brand’s 97-year-old legacy through a message that blends tradition, trust and commitment of purity to customers.
“Our first ad with Arvind Swamy was built around the phrase ‘Absolutely Correct’ a message that encapsulates 97 years of trust, purity and craftsmanship,” said A.V.R. Siddhanth, Director, AVR Swarna Mahal Jewellers. “The intent was to re-affirm what our customers already know in their hearts: that AVR Swarna Mahal is the correct choice, be it for quality, variety, pricing or legacy.”
Positioning Arvind Swamy, a popular actor who enjoys high credibility, as the face of the campaign marks a step towards deeper audience engagement for the brand. “Arvind Swamy stands for elegance, intellect and timeless charm – attributes that align seamlessly with our brand,” Siddhanth said. “His screen presence evokes both nostalgia and trust, especially among Tamil-speaking audiences. As someone who doesn’t endorse many brands, his presence adds credibility. He’s not just a brand ambassador; he’s a reflection of our customer’s aspirations.”
While the campaign has been tailored with a strong regional focus, its reach is being scaled across channels. “The campaign is primarily aimed at strengthening our emotional connect in Tamil Nadu and Karnataka through TVCs in Tamil and Kannada,” Siddhanth noted. “However, its visual language and emotional resonance have been crafted for a broader reach. We’re activating it across digital, print, in-store displays, and influencer-led content to ensure pan-Indian relevance.”
For AVR Swarna Mahal, this campaign also acts as a foundation for upcoming marketing initiatives. “We expect this campaign to drive both footfalls and emotional recall. The goal is to deepen brand trust and preference ahead of our bridal and diamond push this season,” Siddhanth said. “We’re planning several brand moments including fashion shows, heritage-themed campaigns, bridal showcases, and influencer collaborations; all aimed at making AVR Swarna Mahal the first and final name that comes to mind when one thinks of jewellery in South India.”
AVR Swarna Mahal Jewellers was founded by A.V. Ramachandran nine decades ago. Currently, the AVR Swarna Mahal Group operates 32 retail outlets overall across Tamil Nadu and Karnataka, including its sub-brands. The group owns silver brand Vendi and a recently launched high end jewellery brand D.REN.
Written by Achal Chaubey
Retail Jeweller India Exclusive
