The campaign has a clear objective – to redefine how Indian men view jewellery, and encourage them to embrace jewellery for everyday wear
Nagpur: Batukbhai Sons Jewellers recently collaborated with cricketer Jitesh Sharma for a campaign around its ‘Crafted for Precision’ men’s jewellery line. The partnership goes beyond celebrity endorsement, and is rooted in shared values and regional pride.
Viraj Sheth, Director, Batukbhai Sons Jewellers, views the association as natural and complementary. “Jitesh Sharma’s journey reflects the same values that have shaped our brand over the years—trust, craftsmanship, discipline and long-term relationships. As a wicketkeeper-batsman, he represents precision, focus, consistency and confidence, qualities that are as essential to jewellery-making as they are to cricket,” he says.
The partnership also pays tribute to their shared Vidarbha roots, adding an element of regional pride to the association. As Sheth explains, “It is a celebration of two proud Vidarbha success stories coming together—one rooted in sporting excellence and the other in a legacy of fine jewellery craftsmanship.”
Beyond celebrating shared values and heritage, the campaign was conceived with a clear objective, to redefine how Indian men view jewellery. Batukbhai Sons Jewellers wanted to move beyond occasion-based purchases by encouraging men to embrace jewellery as an everyday expression of personality, achievement, confidence and lasting value.
The campaign’s creative direction was formulated by a combination of Sheth’s understanding of the evolving men’s jewellery market and Sharma’s own understated personality. Sheth pointed out that today’s male consumers are far more open to jewellery than they were a few years ago, with demand shifting from conventional chains and rings to more refined pieces such as platinum bracelets, gold chains, lockets, subtle diamond jewellery, rings and earrings. “The modern male customer wants jewellery that is not too loud, but still makes a statement,” he says, adding that men increasingly seek versatile pieces for everyday wear.
Sharma’s personality complemented these evolving consumer preferences and helped refine the campaign’s creative direction. Describing him as “not someone who likes unnecessary noise or over-the-top presentation”, Sheth said his calm and grounded nature gave the team “a very clear direction” to create a campaign that was “confident, refined and meaningful”.
Sheth also observes that male consumers are becoming increasingly value-conscious, looking beyond design to craftsmanship, durability and long-term exchange or resale value. “Gold and platinum continue to have strong appeal because they combine style with substance,” he says, adding that men’s jewellery is no longer a side category, but a serious and exciting segment with a lot of potential. Reflecting these preferences, the collection features contemporary design gold and platinum jewellery.
Explaining the choice of cricket as the campaign’s communication platform, Sheth says the sport was selected for a dual reason. “Cricket connects deeply with India. It cuts across age groups, cities, communities and emotions, making it an ideal platform to reach a wide audience. Consumers connect with sports personalities because of the hard work, the pressure, the discipline and the human side behind the achievement,” he elaborates, citing Sharma as an authentic fit for the campaign.
Beyond its popularity, cricket also mirrors the values of fine jewellery. A cricketer’s journey requires precision, discipline, patience, practice and confidence and this philosophy is reflected in the campaign’s central theme, ‘Crafted for Precision’. According to Sheth, the concept extends beyond jewellery-making to the brand’s overall approach. “Precision is not only technical; it is emotional. It shows respect for the customer and for the craft,” he states.
Looking ahead, Batukbhai Sons Jewellers remains open to collaborating with sports personalities, provided the association is authentic. “We do not look at collaborations only from a visibility point of view,” says Sheth, adding that the brand will continue to prioritize partnerships that are meaningful, credible and rooted in the brand’s philosophy.
Batukbhai Sons Jewellers is a legacy brand, established in 1968, and operates out of its flagship retail showroom at Dharampeth in Nagpur.
Written by Zara Fernandes
Retail Jeweller India Exclusive
