Sourav Prasad, Executive Director, Prasad Jewellers, said the campaign was created to challenge familiar jewellery advertising formats leaning on the same few tropes
Sundargarh: Leading Odisha retailer Prasad Jewellers is taking a contemporary route to jewellery marketing with its latest campaign, ‘Best in the Business’, a rap song to communicate its three-generation legacy to a younger audience in Western Odisha. Moving away from conventional advertising, the campaign uses rhythm, attitude and a social-first format to build brand recall and emotional connect among Gen Z and young millennials.
Sourav Prasad, Executive Director, Prasad Jewellers, said the campaign was created to challenge familiar jewellery advertising formats. “Jewellery marketing in India has traditionally leaned on the same few tropes — weddings, gold rates, festive discounts. We wanted ‘Best in the Business’ to break that pattern and speak to a younger, more energetic audience without losing the trust we’ve built over three generations,” he said.
The choice of rap was deliberate, allowing the jeweller to retain its core messaging while presenting it in a format suited to digital platforms. “Rap gave us rhythm, attitude and quotability,” said Prasad. He added that the format allowed the brand to communicate “teen peedhiyon ka bharosa” and “Western Odisha ka favourite jeweller” in a way that “sticks in your head, not just an ad you scroll past.”
The lyrics centre on themes of trust, the brand’s legacy and its identity. Prasad was closely involved throughout the process, from shaping the lyrics to reviewing drafts. “I was closely involved through the process — from shaping the lyrics around our brand pillars — trust, three generations, Western Odisha identity — to reviewing every draft, so the song stays authentically ‘Prasad,’” he said.
The campaign primarily targets younger jewellery buyers across Rourkela, Sundergarh, Jharsuguda and Sambalpur, particularly Gen Z and young millennials increasingly making jewellery decisions for themselves and their families. “We wanted to reach an audience that scrolls Instagram and reels more than it watches traditional TV ads,” Prasad said, while retaining “a message that resonates with the older generation who’ve trusted us for decades”.
This balance between contemporary communication and established trust remains central to the campaign. “The song reinforces the same core message as our other campaigns, but in a format built for social sharing,” said Prasad. The campaign forms part of a broader effort to modernize the brand, alongside its cinema advertisement campaign and upcoming 9 karat gold collection. “The objective is brand recall and emotional connect,” Prasad said, adding, “We want people to associate Prasad Jewellers with energy and confidence, not just tradition.”
The digital-first approach is intended to make the brand more accessible to consumers who may not engage with conventional advertising, while allowing its messages to travel organically through social platforms. The initial response has been encouraging. “Customers are liking this!!” said Prasad. If the response continues, music could become a larger part of the brand’s communication. “If the response continues to be strong, we see this as the start of a new content pillar for us, not a one-off,” he said.
For Prasad, music offers a way to move beyond the traditional advertising cycle. “Music travels faster than traditional ads and gives us a fresh way to keep the brand relevant with every generation of customer,” he said. Thus, ‘Best in the Business’ is not merely a rap song, but an attempt to build a more energetic and contemporary identity without moving away from its legacy.
Earlier, Prasad Jewellers organized the Jagannath Chitra Utsav, a drawing competition encouraging children and young artists to express their devotion to Lord Jagannath through art. “We believe our responsibility goes beyond selling beautiful jewellery — we also want to preserve and celebrate our rich cultural heritage,” said Prasad. He described the event as “a celebration of culture, creativity, and community” that encourages young talent while helping keep “the spirit of Lord Jagannath alive for generations to come.”
Prasad Jewellers has established a strong retail presence in Odisha with five showrooms across Rourkela (two stores), Sambalpur, Jharsuguda, and Sundargarh.
Written by Zara Fernandes
Retail Jeweller India Exclusive
