CS Jewels commemorates 200 years with innovative brand anthem   

The anthem encapsulates the essence of the brand’s trust, heritage, and design diversity, with the aim of enhancing its recognition across Maharashtra and beyond.

Baramati: CS Jewels, a venerable jewellery brand with an illustrious heritage approaching its 200th anniversary, has unveiled a brand anthem that encapsulates its enduring legacy and forward-looking vision. 

Conceived as a strategic move to enhance brand recognition across Maharashtra and beyond, the anthem transcends traditional marketing approaches. What began as a simple jingle evolved into a comprehensive brand video that artfully weaves together the brand’s rich history, core values, and aspirational future. The project aims to create a deeply resonant narrative that connects with customers across generations and communities. 

Siddharth Shah, Director of CS Jewels, explained the profound emotional significance of the milestone. “This anthem represents more than just a corporate celebration. It is a tribute to the trust, authenticity, and unwavering love we have received from our customers over nearly two centuries.” 

The anthem’s most remarkable feature is its innovative single-take filming approach—a creative decision that mirrors the brand’s commitment to precision and authenticity. Shah highlighted the meticulous planning behind this technique, noting that each take required a complete restart, with no intermediate cuts or retakes. This approach not only showcased the brand’s technical prowess but also symbolised the continuous, uninterrupted journey of CS Jewels. 

A strategic collaboration with prominent Marathi actors Lalit Prabhakar and Akshaya Gurav added cultural depth to the project. The carefully crafted lyrics and composition were designed to be both catchy and meaningful, successfully resonating with both long-standing and new customers. The anthem strategically highlights the brand’s presence in Maharashtra and Karnataka, celebrating the cultural richness of these regions. 

Strategically distributed across multiple platforms including YouTube, Instagram, radio, and theatrical venues, the anthem aims to significantly expand CS Jewels’ brand visibility. It eloquently communicates the brand’s core values: legacy, trust, and design variety. More than a marketing tool, the anthem serves as a narrative that bridges the brand’s historical roots with its contemporary relevance. 

Looking forward, CS Jewels plans to leverage this anthem as a launching pad for further expansion, with aspirations to become a household name across India. The brand anthem marks the beginning of an exciting new chapter, seamlessly blending traditional craftsmanship with innovative storytelling. 

 
 Written by Achal Chaubey 

The Retail Jeweller India Exclusive