This is the brand’s first foray into film-based promotion, and expands its visibility across Maharashtra through outdoor promotions, digital platforms and in-store activities
Baramati: Leading Maharashtra jewellery retailer CS Jewels is the official jewellery partner for the Marathi movie ‘Aarpar’ and its popular song ‘36 Gun’, that released in theatres on September 12, 2025. CS Jewels has provided jewellery for the lead actors in key wedding and engagement sequences, while also allowing the use of the Satara Road showroom as a filming location.
Explaining the association, Siddharth Shah, Director of CS Jewels, said, “We have sponsored the jewellery for the major characters in the movie, including the lead actors. Jewellery was provided for the wedding and engagement scenes, and our store was used for a full-day shoot for the engagement sequence. This helped us showcase both our designs and our store environment to audiences in a natural setting.”
The collaboration was influenced by an existing relationship with the lead actor, Lalit Prabhakar, who had earlier worked with CS Jewels on a brand film. The film also stars RootaDurgule as the female lead. Both these actors are well-recognized faces in the Marathi film industry. Jewellery provided for the film included gold and diamond pieces. Durgule wore a diamond necklace, Mangalsutra, Geru polish bridal set, bangles and rings, while Prabhakar was styled with a chain, bracelet and ring. Jewellery was also provided for supporting characters, including a diamond Mangalsutra and a gold necklace for the actor playing the groom’s mother.
Commenting on the brand objective, Shah noted, “This integration is mainly for brand awareness and visibility. Since the film features popular actors and includes important wedding-related scenes, it allowed us to position CS Jewels as a go-to brand for such occasions. In addition to onscreen presence, we are also promoting the association through hoardings in Pune, in-store branding, and social media tags linked with the film.”
The song ‘36 Gun’, released ahead of the movie’s premiere, has already gained traction, showcasing CS Jewels’ jewellery prominently. The retailer has observed increased social media following and interest among customers. To leverage the partnership further, CS Jewels is offering free movie tickets to its high-value clients, thereby linking retail engagement with the cultural buzz around the film.
The collaboration marks the brand’s first foray into film-based promotion, and expands its visibility across Maharashtra through outdoor promotions, digital platforms and in-store activities. By blending jewellery with a cinematic narrative, CS Jewels has positioned itself to connect with a wider audience and reinforce its identity in the market.
The story of CS Jewels began when Late Shri Chandulal Shah founded the brand in 1827 in the town of Baramati, Maharashtra. Over the years, the brand, known as ‘Chandukaka Saraf’ expanded, with its legacy continuing into the present day. In December 2023, the company adopted a new logo and rebranded as CS Jewels. Today, it operates 18 stores, with 14 located across western Maharashtra and four in Karnataka.
Written by Achal Chaubey
Retail JewellerIndia Exclusive
