This year,brands are re-imagining how affection plays out in daily life—through friendship, partnership, community and self-connection
Mumbai: Valentine’s Day marketing across the jewellery sector is moving beyond proposals and grand gestures. This year, brands are exploring how affection is expressed in daily life through friendship, partnership, community and the relationship people build with themselves. From campaigns centred on self-choice to films, contests and on-ground experiences, the focus has shifted to personal meaning, participation and memory-making.
Here is a curation of some V-Day campaigns that caught our eye:
Malabar Gold & Diamonds Says #ChosenByMe
Malabar Gold and Diamonds launched its Valentine’s campaign #ChosenByMe, focusing on self-choice and personal moments. The initiative highlights simple acts such as spending time alone or enjoying a slice of cake, positioning Valentine’s Day as an occasion to value individual preferences and self-worth without waiting for others.
Shaya by CaratLane honours love that feels real
Shaya by CaratLane’sValentine’s Daycampaign celebrates love in its many forms, from friendships and family bonds to partners and the relationship one builds with oneself. Moving beyond labels, it focuses on moments when love feels steady and real—when friends become family, partners offer trust, and self-acceptance takes shape. The campaign invites audiences to recognize everyday connections and celebrate the moments that truly matter.
CaratLane invites you to #KhulKeKaroExpress
CaratLane’s #KhulKeKaroExpress campaign’s V-Day edition featuring Gauahar Khan and Zaid Darbar focuses on finding love in everyday moments. Along with the campaign film, the brand has launched a consumer contest encouraging people to spot and share heart shapes around them. It reinforces CaratLane’s message that love, like diamonds, is often already right in front of us.
ORRA’s V-Day campaign puts feelings into words
ORRA Jewellery launched a consumer-led contest celebrating love in all its forms, inviting audiences to write heartfelt love letters to people who matter the most. The initiative encouraged expressions beyond romantic relationships, including self-love. Amplified through collaborations with influencers Shreya Kalra and Rishabh Jaiswal, the campaign highlighted jewellery as both a personal indulgence and a meaningful gift, positioning ORRA as part of everyday emotional moments.
‘Your Way’ with Gargi and Mithila Palkar
Gargi, along with brand ambassador Mithila Palkar, encouraged celebrating love in personal ways whether through self-gifting, small thoughtful gestures, or choosing something meaningful for a loved one. The message highlights that love need not follow a single definition and can be expressed through simple, intentional choices that reflect individual connections and moments.
Heer by GIVA brings cinematic romance to Valentine’s
Heer by GIVA launched its campaign #RewritingRomanceWithHeer through a cinematic brand film that reimagines iconic proposal moments from popular love stories. The campaign blends nostalgia with contemporary emotion and introduces the ‘Ever After’ laboratory-grown diamond collection featuring solitaires and couple bands.
Cupid’s new love language by Divine Solitaires
Divine Solitaires spotlighted its ‘8 Hearts 8 Arrows’ diamonds as a new love language inspired by Cupid’s symbolism. The campaign positions the rare visual pattern as a reflection of balance, intention and brilliance in modern relationships.
KISNA insists ‘Pyaar Jatana Zaroori Hai’
KISNA’s Valentine’s Day campaign film, titled ‘Kyunki Pyaar Jatana Zaroori Hai’, portrays a middle-aged couple rediscovering romance through quiet, everyday moments. Telling a relatable story, where romance is not limited by age or occasion, the film positions KISNA jewellery as a symbol of emotion and connection
Indriya spotlights love through ‘Dil Abhi Bhara Nahin’
Indriya by Aditya Birla Jewellerylaunched a Valentine’s Day campaign featuring Soha Ali Khan and Kunal Khemu. Framed around a game of Dumb Charades, the couple act out phrases from the recreated theme song ‘Dil Abhi Bhara Nahin’. It concludes with Khemu gifting Khan a diamond necklace and a heartfelt note, positioning jewellery as affection.
PC Chandra Jewellers creates the ‘Fever Love Fest’
PC Chandra Jewellers presented ‘Fever Love Fest’ahead of Valentine’s Day, bringing couples a curated café dates, interactive games, surprise gifts, keepsake photographs and a complimentary meal. The initiative aimed to turn time spent together into memories that last well beyond a single moment online.
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