Arundhati Jewellers gains strategic advantage by promoting brand ambassador Archita Sahu’s new film

Though the brand is not formally associated with ‘Pade Akasha’, the emotionally resonant promotional video that draws a parallel with the film’s plot reinforces the identity of Arundhati Jewellers as a brand that celebrates real stories, strength and transformation

Bhubaneswar: Arundhati Jewellers has launched a promotional video around brand ambassador Archita Sahu’s latest film ‘Pade Akasha’, drawing a poignant parallel between the making of jewellery and the real-life journey of the film’s protagonist. Though not formally associated with the film, the brand has gained strategic advantage by actively promoting the film on its social media platforms, likening the resilience portrayed in the story to the values the brand upholds.

This smart, emotionally resonant promotion not only elevates the film’s visibility but also reinforces Arundhati Jewellers’ identity as a brand that celebrates real stories, strength and transformation. It’s a win-win: the film garners greater reach, and the jeweller deepens its brand values in the public eye—without a big-budget campaign.

“Archita Sahu has been an integral part of the Arundhati Jewellers family for years. Her journey and values align closely with ours, and ‘Pade Akasha’ is a powerful story that truly resonates with our brand’s identity—one of resilience, transformation and purpose. We’re proud to support a film that reflects the strength and spirit we believe in,” said Rajindra Mattoo, CEO of Arundhati Jewellers.

The promo opens with Sahu reflecting on how jewellery is crafted—by first being subjected to intense fire, where raw gold is melted, refined, and shaped through careful workmanship before it transforms into something beautiful. This symbolic process, she notes, mirrors the journey of the film’s protagonist, whose life has been forged through struggle and resilience. The film, based on the life of disability rights activist Dr Sruti Mohapatra, follows her personal battles, perseverance, and ultimate triumph in championing accessibility and dignity. The story resonates deeply with audiences who are already responding enthusiastically to the film, which has seen packed theatres since its April 11 release.

In line with its commitment to social responsibility, Arundhati Jewellers has consistently extended its brand purpose beyond commerce. Most recently, the brand organized its annual mega blood donation camp across Odisha, rallying customers, employees and local residents around a life-saving cause. The initiative garnered overwhelming response, underscoring the brand’s ability to mobilize community goodwill.

With nine stores spread across Odisha, Arundhati Jewellers operates in Bhubaneswar, Cuttack, Puri, Berhampur, Rourkela, Sambalpur, Balangir, Bargarh and Bhawanipatna. Founded in 2000 by Brahmananda Meher, the brand began with just five employees and a 200-square-foot space. Since then, the company has grown significantly, now employing 1,200 people and serving customers across the region.

Written by Megha Misra

Retail Jeweller India Exclusive