The initiative addresses a knowledge gap among younger audiences who may not be closely connected with the region’s customs and beliefs, and refers to the origin of the brand’s temple jewellery
Bengaluru: Abaran Timeless Jewellery is developing a content series titled ‘Amgelo Devu’, centred on temple traditions, regional history and cultural understanding, through its philanthropic arm, the Abaran Foundation. The initiative aligns with the retailer’s focus on temple jewellery, with the designs drawing from motifs, forms and symbols seen in temple architecture and rituals. By connecting these references with story-telling, the brand reinforces the origin of its jewellery without positioning the series as a direct sales platform.
The initiative focuses on temples across coastal Karnataka, a region with strong spiritual and cultural relevance. The episodes explore the origin of these temples, their rituals and their role in community life, presenting information in a format that builds awareness among audiences who may not be closely connected to these traditions.
“Our jewellery is inspired by temples. Temples are not only places of worship but also centres of art, craftsmanship and legacy, which aligns with what we represent as a brand,” said Pratap Madhukar Kamath, Director, Abaran Timeless Jewellery. “We wanted to showcase that Abaran understands culture, not just jewellery preferences.”
The series has progressed across multiple episodes and has generated engagement on digital platforms. Viewers have responded through comments and shares, reflecting interest in understanding temple history and practices. The content is structured to provide detailed information, allowing audiences to engage with aspects of culture that are often fragmented or not widely documented.
On social media, the ‘Amgelo Devu’ series functions as a recurring content format. Episodes are shared as videos, supported by shorter clips and highlights to extend reach and maintain visibility. This format supports continuity, encouraging audiences to follow the series while strengthening brand recall.
The initiative also addresses a gap among younger audiences who may not be closely connected with regional traditions. By presenting information in an accessible format, the series builds awareness and creates a connection with cultural narratives.“Our aim is to pass on this heritage to the next generation. Many are not aware of these traditions, and this series helps build that connection,” Kamath said.
When a brand engages with culture and knowledge, it moves beyond transactional interaction. This approach supports customer acquisition by influencing perception before purchase decisions are made and strengthens recall by associating the brand with a broader narrative.
Through the ‘Amgelo Devu’ series, Abaran Timeless Jewellery is integrating cultural storytelling with its retail approach, using content to establish connection, relevance and sustained engagement.
At present, Abaran operates three flagship showrooms and two boutiques in Bengaluru. While its core base remains in the city, the brand is focused on strengthening its regional reach without losing connection to its legacy.
Written by Achal Chaubey
Retail Jeweller India Exclusive
