At Gobindgarh Fort, Maliram Jewellers blend history and B-town fever with photographer Rahul Jhangiani

If design is apparently the strongest factor to sell jewellery, the thematic presentation of a collection is the second-most important one. Storytelling adds value to a jewellery, resonates with the customer and entices for conversion. A similar path is being taken by Maliram Jewellers, a brand that has made an unusually grand combo of Bollywood frames and the history right at Amritsar for their ongoing campaign.

“It was my father and founder of the brand, Shri Shanker Maliram Kedia’s idea to create a campaign that kept us tied to our roots, i.e. Amritsar,” says Suhail Kedia, partner, Maliram Jewellers (Jalandhar). The brand has its flagship store in Amritsar and another store in Jalandhar. The Gobindgarh Fort has been a prime historical attraction and was an obvious choice for the photoshoot done by ace lifestyle and fashion photographer Rahul Jhangiani.

Fortunately, the brand got the permission to use a sizable part of the fort for the photoshoot. It was just a day’s affair for Bollywood photographer Jhangiani and his team who flew in from Mumbai to Amritsar for this shoot. A set of 15 looks have been created in ethnic gold, polki and diamonds at the fort. Currently, two looks from the photoshoot have been wooing viewers on Instagram. There has been just one video teaser uploaded that builds the excitement of the campaign, that is still to unfurl the lion’s share of visual ecstasy for its target audience. “Both cocktail and bridal looks have been recreated with the historical backdrop of the fort for a grand impact,” said Kedia.

Cross-promotions have been strong between Maliram and Jhangiani, who has worked for the second time with the jewellery brand and knows the brand’s vision in and out. “We are promoting each other’s profiles on social media, which is exciting both of our followers bases and strengthening brand identity mutually and effectively,” maintained Kedia.

Written by Shubham Dasgupta

RJ Exclusive