The brand chose to launch its ad video with a social message at a high-profile fashion event where it was already the jewellery sponsor and expected high engagement with an elite audience. It leveraged the platform successfully for visibility and business leads
Ratlam: DC Jewellers recently launched its first advertising film which presents a social message challenging the idea of women as ‘paraya dhan’. Instead, the film reflects on the transition women go through after marriage—not as an object passed on to another owner, but as a moving bond between two families.
DC Jewellers chose to release the film at an event named the Red Carpet fashion show, where it was already the jewellery sponsor and expected high engagement with an elite audience. Speaking about the campaign, Mohit Soni, Business Head, DC Jewellers, said, “This video is not just an ad; it’s a message. Girls are not ‘paraya dhan’. They are the‘dharohar’ that moves from one house to another. We wanted to share this with the audience during an event that had good presence and meaning.”
The event featured Bollywood actor Ragini Khanna as the show-stopper, where she walked the ramp wearing jewellery from the brand, with several models also showcasing the brand’s pieces.The showcase also included a special display of selected jewellery pieces, allowing attendees to interact directly with the brand’s offerings. “We organized a masterpiece showcase during the event,” added Soni. “It helped us connect with customers on a personal level.”
The audience included members of the city’s elite circle, creating visibility for the brand among a premium demographic. “The crowd was well-engaged, and the models did full justice to our jewellery on the ramp,” shared Soni.
According to the brand, the event resulted in a notable increase in customer interest and enquiries. The team reported generating a significant number of business leads through the platform. Overall, DC Jewellers considered the event successful in terms of both visibility and audience engagement.
By merging a social message with a high-profile fashion collaboration, DC Jewellers leveraged the event as a platform to strengthen its presence and brand image.
Founded in 1920 in Ratlam, where it runs its flagship store, DC Jewellers is now present in Indore as well with its recently launched second store.The brand aims to build trust and visibility through both product offerings and socially responsible activities.
Written by Achal Chaubey
Retail Jeweller India Exclusive
