#JashnSacchaiKa: Aisshpra Gems and Jewels makes a case for diamond jewellery in new campaign video

Featuring brand ambassador Yami Gautam, it shows how diamond jewellery can be affordable and a solid source of investment for jewellery lovers across age groups

Gorakhpur: Aisshpra Gems and Jewels has just released the latest video of its ongoing campaign ‘Jashn Sachhai Ka’, featuring its brand ambassador, actor Yami Gautam, in which it has pointed out the judiciousness of investing in natural diamond jewellery. ‘Jashn Sachhai Ka’ was launched by the brand on the occasion of its 80th anniversary in 2023, to reinforce the values of trust, integrity and ethics that have been the hallmark of its journey so far.

The ad begins with a family dinner where Yami Gautam is being praised for bagging a promotion and bonus at one go. Exhilarated, her on-screen mother advises her to invest the bonus somewhere, leading other members of the family to chip in with ideas. Seniors talk about investing in fixed deposits and mutual funds, while the young brother says that cryptocurrency is the way to go. Gautam quells the confusion by announcing that she has already invested in herself with diamond jewellery and flaunts her earrings, which are greatly appreciated by everyone.

The campaign aims to encourage first-time diamond buying. There are myths about investing in diamonds and their capacity to give strong buy-back and exchange values. “The target group is gold jewellery lovers in Tier III and Tier IV towns. We wanted to counter fixed notions and prove that diamonds are affordable. Through this campaign, we show self-love, self-reliance with affordability, and the solid investment option that is diamond jewellery,” said Vaibhav Saraf, Partner, Aisshpra Gems and Jewels, adding that the ongoing parent campaign includes this video film.

Thanks to this campaign, the brand has had a lot of queries as opposed to outright dismissal of diamonds by gold-loving consumers of Gorakhpur and adjoining areas previously. Saraf says that the sales team now has strong talk-points to pitch to customers, thanks to the campaign highlights. As in-store displays play the video, it catches the attention of clients who ask about the offers and price points of diamond jewellery. This helps the brand converse with and convert multiple members from the same family that has walked in to buy bridal jewellery. “When people watch the video, they ask questions and we get to convert them sooner. Conversions start with the ice-breaking entry point jewellery that costs up to Rs 50,000 and consists of finger rings and nose rings,” Saraf explains, adding that queries also come from social media, and are picked up by the CRM team which connects with the prospective customer to take it forward.  

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