In the film, a pivotal scene features the main protagonist visiting a jewellery store to explore bridal jewellery, and that store is Anjali Jewellers’ Golpark showroom
Kolkata: Anjali Jewellers, one of the oldest jewellery houses in Kolkata, is making headlines once again with its latest cinematic collaboration — this time with acclaimed Bengali film director Srijit Mukherji’s upcoming thriller ‘Kill Bill Society’, starring Parambrata Chattopadhyay. The jeweller’s association with the film is a strategic blend of brand integration, marketing and story-telling.
In the film, a pivotal scene features the main protagonist visiting a jewellery store to explore bridal jewellery, and that store happens to be Anjali Jewellers’ Golpark showroom. Speaking about the collaboration, Annargha Uuttiya Chowdhuury, Director of Anjali Jewellers Private Limited, said, “Our association as official jewellery partner stems from a scene in the film in which the hero visits our store to look at bridal jewellery. It’s a great opportunity for brand visibility.”
The partnership offers immense marketing value for the jewellery giant. “The store will be shown in the movie, and with the reach the film is expected to have, it becomes a brilliant marketing platform. It also allows us to have popular celebrities endorsing our brand as part of the film’s promotions, and that’s a big thing,” Chowdhuury stated.
In terms of design, Anjali Jewellers curated a mix of old-world jewellery and contemporary designs. “The film showcases a selection of old and contemporary jewellery designs, reflecting the story’s setting in modern times,” Chowdhuury said. While there won’t be any limited-edition collections released alongside the film, the jewellery showcased aims to appeal to the masses, in keeping with the brand’s inclusive identity.
The jeweller’s association with the film is being aggressively promoted across print, electronic and outdoor media channels, leveraging the buzz around the movie and its celebrity cast. “Anjali Jewellers is for all, and movies are a medium that connect with people across different walks of life. The brand fit is just right,” said Chowdhuury.
This is not Anjali Jewellers’ first foray into Bengali cinema. It has notable past associations with films including Rituparno Ghosh’s ‘Chokher Bali’ starring Aishwarya Rai Bachchan and Prosenjit Chatterjee, and the 2015 historical drama ‘Rajkahini’. The brand has long established itself as a trusted name in on-screen story-telling. “We’ve worked with various Bengali films over the years. In fact, the film-maker of ‘Kill Bill Society’ knows us well, which led to this collaboration,” Chowdhuury said.
Anjali Jewellers Pvt. Ltd., headquartered in Kolkata, is one of the oldest jewellery brands in India. Since its inception, the brand has carved a niche for itself by catering to the taste-conscious middle-class Indian, blending style, heritage and tradition. While its flagship store is located on Gariahat Road in Golpark, the brand has also established a strong online presence through its e-commerce platform. Additionally, it offers a mobile commerce app on both Android and iOS, enhancing accessibility for modern consumers.
Written by Megha Misra
Retail Jeweller India Exclusive
