Co-produced by Pranay Choksi, Partner, Damodardas Jewellers, the film released in theatres on April 25, 2025. By supporting historically relevant cinema that has high cultural and educational value, the brand has not only engaged a broader audience but also derived perception benefit
Vadodara: Damodardas Jewellers, a well-known retailer from Vadodara, has associated with ‘Phule’, a biographical film based on the lives of renowned social reformers Jyotirao Phule and Savitribai Phule, who started the movement for women’s education in India and fought against the caste system, patriarchy and orthodox beliefs. The film stars actors Pratik Gandhi and Patralekhaa in the lead roles, and is co-produced by Pranay Choksi, Partner, Damodardas Jewellers. Phule released in theatres on April 25, 2025, both nationally and internationally, with the brand’s logo appearing prominently on all promotional material.
As ‘Phule’ is set in the 19th century, the brand chose to engage through strategic branding and association rather than in-film product visibility. “The story of ‘Phule’ is about values, legacy and lasting impact—much like what gold signifies. That’s why we chose to be part of this film. This association wasn’t about product placement,” said Pranay Choksi, Partner, Damodardas Jewellers.
The connection between Vadodara and the Phule legacy played a significant role in cementing the association. Various historical instances, including Jyotirao Phule being honoured with the title of ‘Mahatma’, are tied to the deep-rooted cultural heritage of the region. “This heritage holds great significance for us,” Choksi shared. “It made our involvement feel like a cultural responsibility.”
Commenting on the brand’s take-away from the association, Choksi said, “There’s a perception benefit that comes with supporting historically relevant cinema. It’s not just about visibility. When a brand associates with stories that have cultural and educational relevance, it speaks volumes about what the brand stands for.”
This isn’t the first time that the brand has been involved in cinema. Pranay Choksi has also produced films like ‘The Tashkent Files’, ‘Machine’ and ‘Buddha in a Traffic Jam’. But the association with ‘Phule’ reflects a broader brand strategy—aligning with stories that last, educate and inspire. “Gold has always been a symbol of continuity and tradition. So are the teachings of Jyotirao and Savitribai Phule,” said Choksi. “This alignment is natural.”
As for future plans, Choksi showed continued interest in supporting films that uphold India’s cultural fabric. “We aim to back cinema that brings forward social relevance and history. There’s no specific project on the table yet, but the vision is clear,” he stated.
Damodardas Jewellers began its journey in 1961, from a modest 200 sq. ft store dealing in gold jewellery and silverware. Over the decades, the brand has grown significantly while building trust in the Vadodara community. In 2009, the brand diversified by establishing the NDC Institute of Aircraft Maintenance Engineering. Today, it operates two showrooms in Vadodara.
Written by Achal Chaubey
Retail Jeweller India Exclusive
