The campaign aligns with the larger need to reduce dependence on imported gold while keeping domestic trade active
Varanasi: Chetmani Jewellers has partnered with actor Manoj Bajpayee to build a campaign that highlights how old gold can be of help during times of financial uncertainty. The campaign draws from the film Governor, directed by Chinmay D. Mandlekar, which presents India’s 1990 economic crisis and the decision to mortgage gold reserves to manage foreign exchange shortages.
The brand uses this narrative to encourage customers to bring unused gold from lockers and gain value from it through exchange. The message connects personal assets with broader economic participation, positioning gold as a resource that can be reintroduced into circulation rather than remaining idle.
Sumit Agarwal, Director, Chetmani Ornaments & Jewellers, said, “We are requesting our customers through Manoj Bajpayee ji to use their old gold which is lying unused, so that it can support both individual needs and the industry.” He added that the campaign aligns with the need to reduce dependence on imported gold while keeping domestic trade active.
The collaboration with Bajpayee strengthens regional and national reach, particularly across Uttar Pradesh and Bihar, where the actor holds strong recall. The campaign has been distributed through social media platforms, where video content integrates scenes inspired by the film alongside the brand’s appeal. This has enabled the brand to engage audiences through a narrative format rather than standard promotional messaging.
Following the campaign rollout, the brand recorded a rise in store activity and transactions. Agarwal noted, “After this collaboration, sales have increased by around 40-45%, and customers are continuing to participate in the old gold exchange.” The campaign has also driven interest in exchange-based purchases, where customers bring gold and convert it into new jewellery instead of relying on cash transactions.
Campaigns built around cultural or historical narratives help retailers create entry points for customer acquisition. Such initiatives allow brands to connect economic context with consumer behaviour, making the purchase decision part of a larger conversation. This approach not only increases footfalls but also builds recall, as customers associate the brand with both value and awareness-driven messaging.
Chetmani Jewellers, a well-known jeweller in North India, has focused on building trust through transparent exchange policies and consistent communication. Currently, Chetmani Jewellers operates seven stores in Varanasi, with plans to open one more in the coming months.
Written by Achal Chaubey
Retail Jeweller India Exclusive
