The campaign film is designed to show jewellery as part of moments that do not require a wedding, festival or formal celebration
Gorakhpur: Aisshpra Gems and Jewels is using its latest ad campaign to iterate an unconventional setting around diamond jewellery: a working day, a professional milestone and a woman buying an ornament for herself. Featuring actor Zoya Afroz, the campaign promotes the retailer’s lightweight diamond jewellery while shifting the conversation from occasion-led buying to everyday use and self-purchase. The campaign film is designed to show jewellery as part of moments that do not require a wedding, festival or formal celebration.
The campaign follows Afroz through a workday, where she receives confirmation of an order while at the office before choosing a piece of jewellery for herself. The narrative brings work and personal achievement into the jewellery conversation, while presenting Aisshpra as a destination for all requirements. It also gives the retailer a way to communicate its lightweight diamond jewellery range outside of the main bridal season.
The association with Afroz brings a youth-focused element to the campaign. She recently featured in Netflix series Taskaree, alongside Emraan Hashmi, giving Aisshpra an opportunity to connect with audiences familiar with her recent work. “The reason why we chose Zoya Afroz was that she had a recent hit on Netflix, which would help us connect with a younger audience. She also has a connection with our city, as she is from Purvanchal and Gorakhpur. We found this connection relevant to the campaign,” said Saumitra Saraf, Director, Aisshpra Gems and Jewels.
The campaign is being used primarily across digital platforms as a brand-building exercise rather than a tactical sales initiative. Aisshpra has extended the campaign with hyperlocal content around lightweight jewellery. The retailer is also developing new designs and collections across price points as it looks to increase the contribution of lightweight jewellery.
“The campaign was planned for August, which is not the bridal season, and our walk-ins are generally driven by the lightweight category during this period. That is why we chose to promote lightweight jewellery. We are also developing new designs and collections across price points,” Saraf said.
The strategy comes as high gold prices continue to affect jewellery volumes, creating room for lower-weight products to support purchase activity. For regional retailers, celebrity campaigns can connect brand communication with specific product categories and help bring new audiences into the consideration funnel. When followed by localized social media content, the communication can move from awareness to product discovery and eventually store visits.
Aisshpra’s next focus is to expand its lightweight jewellery offering through new designs and price points. The campaign therefore works as part of a wider category-building exercise, giving the retailer a platform to communicate its product strategy while developing demand among consumers looking for jewellery beyond traditional occasions.
Aisshpra Gems and Jewels, a third-generation jewellery brand established in 1940, has 14 stores across Uttar Pradesh and has ambitious plans to expand its footprint to 18 with upcoming openings.
Written by Achal Chaubey
Retail Jeweller India Exclusive
