The campaign says diamonds are not out of reach, as many think, and shows how the brand enables diamond ownership. It is being promoted across digital platforms and in theatres located near D.P. Jewellers’ 11 stores across Madhya Pradesh and Rajasthan
Ratlam: D.P. Jewellers has released a new ad campaign titled ‘First Love’, which portrays a man buying diamond earrings for his mother and a diamond necklace for his wife on their wedding anniversary. The gesture, kept secret until the end, is revealed when the wife asks how he managed both purchases at once, with the man replying that he and D.P. Jewellers had been planning it for a long time. The underlying message is that diamonds are not out of reach, as many think, and the brand enables diamond ownership.
“This campaign reflects how jewellery is often bought with deep emotion,” said Aman Kataria, Director, D.P. Jewellers. “Whether it’s a large investment or a modest piece, there is always meaning attached to it.”
In the video, the son’s anniversary coincides with his reflection on his late father and widowed mother. He chooses to honour both relationships, gifting his wife and surprising his mother, acknowledging her as his first love.“We wanted to show how customers connect jewellery with relationships,” Kataria explained. “The mother in the story represents enduring, unconditional love, which is the foundation of any family.”
The ad also conveys a clear message about affordability and aspiration in the realm of diamond jewellery. “Many still see diamonds as out of reach,” said Kataria. “We wanted to show that with the right planning, anyone can buy diamonds. We offer a scheme where customers can start investing Rs 2,000 a month, and we contribute an equal amount at the end of the term.”
The campaign is being promoted across digital platforms and in theatres located near D.P. Jewellers’ 11 stores across Madhya Pradesh and Rajasthan. Early response has been encouraging, according to the brand. “The engagement has been strong, and the message has resonated,” Kataria noted. “We’re seeing a lot of appreciation from customers and the wider public.”
Although ‘First Love’ is a standalone ad, it aligns with D.P. Jewellers’ larger strategy to build emotional relevance and broaden its reach across the middle and upper-middle income groups. “People who dream of buying diamonds but hesitate due to pricing – that is the segment we wanted to connect with,” Kataria said.
With ‘First Love’, D.P. Jewellers continues to tie emotional story-telling with practical entry points into diamond ownership.The campaign follows the brand’s recent high-profile store launch in Ratlam, and its 10-day ‘Namami Janmabhoomi’customer engagement initiative.
D.P. Jewellers, a venture of D.P. Abhushan Ltd., began its journey in 1940 in Ratlam, Madhya Pradesh, when Shri Dhulchand Ji Kataria established it in pre-Independence India. Originally a partnership firm, it was converted into a limited company in 2017 under the Companies Act, 2013. Over the past 85 years, the brand has expanded into a prominent retail chain with 11 stores across cities including Ratlam, Indore, Udaipur, Bhopal, Kota and Ajmer.
Written by Achal Chaubey
Retail Jeweller India Exclusive
