The idea for the weekly radio show was brought to the jeweller by MY FM and they worked together to shape it
Ratlam: D.P. Jewellers has joined hands with MY FM for the radio show ‘Aha Zindagi with Anupam Kher’. The weekly programme features inspiring real-life stories narrated by the actor, focusing on themes of courage, resilience and determination. The association aligns with D.P. Jewellers’ philosophy of trust, purity and inspiration, aiming to strengthen its emotional connection with audiences across India.
The show was conceptualized jointly by MY FM and D.P. Jewellers. “MY FM and D.P. Jewellers have a very close association. This was a collaborative idea. They brought the idea to us, and we worked together to shape it,” Aman Kataria, Director, D.P. Jewellers, shared. He clarified that the intent behind the association is not commercial. “We weren’t looking for engagement in terms of sales. It was simply about the show standing for what we also stand for: emotions and inspiration,” he added.
Explaining the brand’s perspective, Kataria said, “At D.P. Jewellers, we have always believed that true brilliance lies not only in what we craft, but in what we stand for, i.e., trust, purity and inspiration. The show ‘Aha Zindagi’ reflects those same values. It’s a celebration of people’s stories, their resilience and beauty in their own terms. That’s why we came on board for the show.”
The weekly series presents one story in each episode, narrated by Kher. These stories are collected from people across the country, and only those that are most relatable and motivating are selected for the show. Kataria added, “We get stories from different people and choose the ones that will resonate the most. Jewellery too is about emotions -people buy it during their most special moments. Through this show, we want to connect with our audiences in an emotional way.”
On choosing Anupam Kher to lead the show, Kataria said, “He’s one of the strongest voices in the country. His voice is very engaging and keeps listeners connected. He was the best choice for this.”
The brand sees the partnership as a way to reach audiences meaningfully rather than through conventional advertising, reinforcing its values through story-telling.
Founded in 1940 in Ratlam, Madhya Pradesh, by Shri Dhulchand Ji Kataria, D.P. Jewellers, a venture of D.P. Abhushan Ltd., has grown into a retail network of 11 stores across Ratlam, Indore, Udaipur, Bhopal, Kota and Ajmer, with its 12th store opening soon in Dhar.
Written by Achal Chaubey
Retail Jeweller India Exclusive
