For the brand, which began operations in 2000, the TVC aims to help both existing and new customers to associate its name with trust, reliability and long-term presence
Bhubaneswar: Arundhati Jewellers has marked its 25-year journey in the Odisha jewellery market with the Bharasa@25 television campaign. Timed to coincide with the brand’s silver jubilee, the campaign moves away from product-heavy messaging and instead focuses on trust, continuity and the long-standing relationship the brand shares with the people of Odisha.
Launched as a gesture of gratitude to customers and the wider community, the campaign draws from Odisha’s cultural landscape, featuring temple architecture, regional art forms and the Odia language. For the brand, which began operations in 2000, the TVC serves as a reminder of how it has grown alongside the State over the past two-and-a-half decades.
“Completing 25 years is a big moment for us as a home-grown jewellery brand,” says Brahmanand Meher, Managing Director, Arundhati Jewellers. “The idea behind Bharasa@25 was to thank the people of Odisha for their trust and to show that Arundhati is a brand that belongs to them.”
A central visual element of the campaign is the Arka collection, one of the brand’s most prized jewellery lines that was launched earlier. Inspired by the wheel of the Konark Sun Temple, the collection is used in the ad film as a symbol of heritage and continuity. Rather than introducing a new product range, the campaign brings renewed focus to Arka as a reminder of how Odisha’s history has already influenced the brand’s design thinking.
According to Meher, the campaign’s larger objective was to strengthen confidence in the Arundhati name among both existing and new customers. “We wanted people to associate Arundhati with reliability and long-term presence. When customers trust the brand, they feel comfortable walking into the store and making a purchase,” he explains.
The impact of the campaign has been visible on the business side as well. Since the release of Bharasa@25, the brand has seen the addition of nearly 14% new customers, contributing approximately Rs. 100 crore in revenue. Store footfalls increased during the campaign period, and the TVC also generated strong engagement on social media, with customers sharing and tagging the brand across platforms.
Over the years, Arundhati Jewellers has regularly used region-focused campaigns to stay connected with its audience, whether through festive communication, anniversary milestones or culture-led brand films. Bharasa@25 builds on that approach, setting the tone for how the brand plans to stay visible and relevant through consistent story-telling rather than one-time promotions.
Founded in 2000, Arundhati Jewellers today operates 10 showrooms across Odisha, making it one of the State’s renowned jewellery retailers. The brand offers gold and jewellery collections catering to everyday, wedding and festive needs, with a strong focus on long-term customer relationships built over the last 25 years.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
