The narrative of the ad film featuring actor Shriya Pilgaonkar, released in Marathi and Hindi on YouTube, breaks convention
Pune: Krishna Rajaram Ashtekar (KRA) Jewellers has ushered in the wedding season with a campaign that places a social message at the heart of jewellery retail. On September 22, the first day of Navratri, the retailer rolled out its ‘Shubhtithi’ wedding jewellery campaign featuring actor Shriya Pilgaonkar as brand ambassador. The ad film, released in Marathi and Hindi on YouTube, blends emotion with empowerment by highlighting a question that brides are often asked: “Why are you getting married?”
The narrative breaks convention, showing jewellery itself posing this question to the bride. Rather than citing family pressure or societal expectations, the response is firm yet simple: “Because I’m ready.” According to the retailer, this undercurrent of independence is meant to resonate with today’s bride while keeping jewellery as the anchor of the conversation.
“The timing was strategic,” said Atul Ashtekar, Partner, KRA Jewellers. “After Pitru Paksha, the sentiment to buy gold strengthens during Navratri and continues through Diwali. Launching this campaign on Navratri allowed us to engage customers at the very start of the season.”
Alongside the campaign, the retailer introduced high-value festive incentives, giving out free silver coins linked to jewellery purchase. Ashtekar noted that this has already sparked enquiries from customers exploring larger bridal sets. “Customers see dual value here. Moreover, the auspicious festive timing and rising silver rates make the free silver even more attractive,” he added.
The jeweller’s ‘Shubhtithi’ wedding collection is the focus of the campaign, bringing together ornaments for traditional Maharashtrian brides as well as contemporary designs. The line spans Maharashtrian mangalsutras, antique-finish necklaces, bangles, short necklaces and more. While most pieces are crafted in 22-carat gold, the collection remains fully customizable, including in 18-carat, for those who prefer a different finish.
Early response to the campaign has been promising. In just three days of launch, the campaign drove a 40-45% increase in footfalls and enquiries across the brand’s stores. Customers were actively calling to confirm the silver benefits, and exploring heavier jewellery, particularly necklaces and bangles, to qualify for more free silver.
By tying a socially resonant campaign, a comprehensive wedding collection, and a value-led festive offer, KRA Jewellers is positioning ‘Shubhtithi’ as both a cultural and commercial driver in the months leading up to India’s peak wedding season.
Krishna Rajaram Ashtekar Jewellers operates 12 stores across Maharashtra with one store each in Aurangabad, Chinchwad, Satara, Baramati and eight outlets in Pune.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
