Short-form campaign assets give consumers an opportunity to discover the jewellery through digital channels before engaging with the brand in-store
Kozhikode: Malabar Gold & Diamonds has unveiled a new brand film featuring actor Srinidhi Shetty to introduce Nayraa, its natural gemstone and gold jewellery collection. Shetty is the face of the campaign, bringing the collection’s inspiration and design language into a visual narrative aimed at the brand’s digital audience.
The campaign places the actor at the centre of the communication, allowing the jewellery to be presented through a story-telling format rather than through product-focused imagery alone. The brand film is supported by Malabar Gold & Diamonds’ social media presence, where video content enables the retailer to take collection launches beyond its showroom network. Short-form campaign assets and film-led storytelling give consumers an opportunity to discover the jewellery through digital channels before engaging with the brand in-store.
The Nayraa collection draws inspiration from nature’s rare treasures and traditional Chillai craftsmanship. It comprises gold jewellery set with natural gemstones, with the designs incorporating colour, motifs and detailing. The pieces are positioned within the film as part of the overall visual story rather than being communicated only through individual product descriptions.
Featuring Srinidhi Shetty gives Malabar Gold & Diamonds an opportunity to connect the collection with a recognizable public figure while maintaining the focus on jewellery. Shetty has previously featured in Malabar Gold & Diamonds campaigns, including the brand’s ‘You Like Me’ campaign for the Vyana gemstone collection.
For a retailer with a large showroom network, brand films can serve as a bridge between mass communication and retail. The film creates an initial point of discovery online, while the collection provides a product proposition that customers can explore further through the retailer’s physical and digital channels.
This approach also allows Malabar Gold & Diamonds to build a campaign around a specific collection while maintaining continuity in its wider brand communication. Rather than relying solely on product photography, the film gives the retailer an opportunity to establish a narrative around the jewellery and use Srinidhi Shetty to carry that narrative across platforms.
Malabar Gold & Diamonds was established in 1993 as the flagship company of the Malabar Group, a diversified Indian business conglomerate. The company operates more than 450 showrooms across 14 countries, including India, the Middle East, the Far East, the USA, the UK, Canada, Australia and New Zealand.
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