The brand is using the campaign to spotlight its half-saree jewellery, a key offering for young girls entering adolescence. Sitara Ghattamaneni offers audiences a close look at her unique bond with her father, making the campaign very real
Hyderabad: PMJ Jewels has launched a new brand campaign, ‘Celebrating Daughters’, featuring brand ambassador Sitara Ghattamaneni and her father, superstar Telugu actor Mahesh Babu. The campaign highlights the bond between fathers and daughters, aligning it with PMJ’s half-saree and bridal jewellery collections. It offers audiences a close look at Sitara’s unique bond with her father, making the narrative very real.
Neerav Challa, Head of Merchandising & Supply Chain at PMJ Jewels, shares the thought behind the campaign, saying, “We wanted to portray the unspoken emotional connection between a father and daughter. In South India, events like the half-saree ceremony are significant milestones, and we saw an opportunity to align this tradition with our jewellery collections.”
The campaign, launched across YouTube, Instagram and Facebook, features a short film that celebrates the father-daughter relationship. Mahesh Babu and Sitara help present a narrative that is personal and widely relatable. “When they talk, the message looks real and connects with audiences better than it would using actors. It helps consumers see PMJ not just as a jewellery brand, but as part of life’s milestones,” Challa says.
The brand used the campaign to spotlight its half-saree jewellery – a key gift offering during traditional celebrations for young girls entering adolescence. The brand also continues to focus on bridal jewellery, reinforcing its role in life-stage celebrations.
“We launched a special half-saree collection during our Punjagutta store opening, unveiled by Sitara. This range is now available across all our stores,” Challa adds. The collection caters to a mid-range market and is designed to reflect the cultural and ceremonial importance of the half-saree event.
The brand has not tied the campaign to direct sales but is seeing strong engagement. “It’s an emotional story, not a sales-driven advert. But it has already brought attention to PMJ from audiences who didn’t know us earlier,” Challa notes. PMJ trended across platforms when the campaign launched, with positive feedback from new and existing customers.
While the brand says it is too early to track additional footfalls or revenue, it sees this campaign as part of a longer-term engagement strategy. “This is just the beginning. There are more ideas we’re working on around the father-daughter theme,” Challa says.
PMJ Jewels, a family-owned business, has been crafting jewellery since 1964. The brand is in aggressive expansion mode, having embarked on a plan to strengthen its retail presence in South India. It now has 40 stores across South India.
Written by Achal Chaubey
Retail Jeweller India Exclusive
