The campaign aims to reinforce brand identity and connect with both loyal and new customers while marking the brand’s expansion into new product categories and strengthening its presence in the affordable silver jewellery market
Mumbai: Shaya by CaratLane has launched a new brand campaign aimed at reinforcing its identity in the evolving silver jewellery market. Built around the theme of self-expression through 925 silver jewellery, the campaign also marks the brand’s gradual expansion beyond accessories into new product categories.
“We are a brand that makes 925 silver jewellery,” said Ajith Singh Rajapoopathy, AVP & Business Head, Shaya. “Through our latest ad campaign, our primary goal was to reinforce the core identity of our brand – what we stand for, our unique design language and the emotional connection we aim to build with our audience.”
The campaign also reflects an evolution in Shaya’s brand identity. While jewellery remains central, the brand is now expanding into gifting-related products such as idols and home décor, based on insights from customer behaviour.“Over time, we noticed a growing number of our customers choosing Shaya jewellery as meaningful gifts,” said Rajapoopathy. “That insight inspired us to expand beyond jewellery; so our community can now gift pieces that carry beauty, tradition, and intention in every detail.”
The campaign is being promoted organically through Shaya’s own social media channels, and the brand reports a positive response in terms of engagement and consumer feedback.
“Our target audience includes both existing and new customers,” said Rajapoopathy. “For our existing community, the goal is to reinforce what Shaya stands for. For new customers, it’s about introducing them to Shaya’s world of bold story-telling, modern craftsmanship and rooted-yet-reimagined Indian design.”
The initiative also addresses shifting consumer behaviour, especially among younger buyers seeking affordable, stylish and authentic jewellery options.“With this new campaign, we want to bring silver even more into focus because it’s not just our base metal, it’s a big part of who we are as a brand,” Rajapoopathy added. “India has always had a strong connection with silver. This campaign is our way of staying true to what Shaya has always believed in, while also staying relevant to what the new generation wants.”
By combining story-telling, expanded offerings, and a reaffirmed brand purpose, the campaign aims to solidify Shaya’s position within the affordable silver jewellery segment.
Launched in September 2018 as a collaboration between CaratLane and Tanishq, Shaya is a silver brand that offers 92.5 sterling silver jewellery with unique and contemporary designs. While Shaya is mainly an online brand, it also has physical stores in Bengaluru, Mumbai and Delhi NCR.
Written by Achal Chaubey
Retail Jeweller India Exclusive
