The series focuses on family relationships and the brand’s intent is to reinforce its positioning as an entity that documents family milestones through its jewellery
Baramati: Chandukaka Saraf has expanded its communication strategy with a three-film wedding series featuring Marathi actor Sayali Sanjeev. The initiative builds on the brand’s ongoing association with her, following an earlier brand film released six months ago. With only the first film currently released and two more scheduled to follow, the brand aims to use the series to deepen customer connection by linking cultural relevance with its long-standing legacy.
Samyak Kishorkumar Shah, Managing Director, Chandukaka Saraf, said, “Sayali has a strong connect with audiences across Maharashtra and beyond. Her presence aligns with the brand’s values and allows us to build on a relationship that we have already established.”
The Vivah Tasmai series focuses on family relationships and presents narratives that highlight evolving bonds between individuals. Chandukaka Saraf’s intent is to reinforce its positioning as a brand that documents family milestones through its jewellery. The films explore themes of renewal and mutual understanding, reflecting how relationships and customer expectations continue to change with time.
Sayali Sanjeev plays a central role in expressing the cultural context of wedding stories while presenting them in a manner relatable to current audiences. Her connect with Marathi households and her experience across Marathi and Hindi platforms help the brand convey narratives rooted in tradition yet relevant across age groups. This aligns with the brand’s tagline ‘Jeweller Loved Across Generations’.
Shah added, “Our aim through this collaboration is to strengthen audience engagement and enhance brand recall. Sayali helps us communicate the brand’s journey and its effort to stay relevant to customers through meaningful story-telling.”
The films have been produced for digital platforms, with the campaign promoted across Instagram, YouTube, Facebook and Pinterest to reach varied audience groups.
The first film has recorded nearly 2.2 million views on Instagram, along with more than 90k views on YouTube. With the next two films yet to release, the brand views the early response as an indicator of growing engagement for the series.
Chandukaka Saraf began its journey in 1827 and continues to serve customers across generations. The brand now operates 16 stores across Baramati, Pune, Solapur, Nashik, Akluj, Ahilya Nagar and Panvel.
Written by Achal Chaubey
Retail Jeweller India Exclusive
