Jewellers have quickly adapted the dialogue delivered by the film’s character Jameel Mamu in a moment marketing spree
Mumbai: A single line from the movie ‘Dhurandhar 2’ has quickly moved from cinema into everyday brand content, with actor Rakesh Bedi’s character, Jameel Mamu, and his dialogue “Baccha hai tu mera” turning into a viral trend for brands across categories, including jewellery.
Most jewellery brands are applying the lines in a straightforward way in their social media content, with reels using animated versions of Jameel Mamu and the dialogue itself as the trigger point. The humour and the mocking tone draw attention, but the focus stays on the product.
Karan Kothari Jewellers
Karan Kothari Jewellers uses the character to pull the viewer in. The animation shows him gesturing forward, almost like inviting customers into the store. It shifts the focus slightly from just product to the overall shopping experience.
Gujranwala Jewellers
Gujranwala Jewellers keeps the reel simple and easy to follow. The animated Jameel Mamu moment leads straight into the jewellery, with no extra elements. The idea is clear. Move from something basic to something better, with the product doing most of the talking.
PP Jewellers by Pawan Gupta
PP Jewellers keeps it direct. The dialogue quickly turns into a clear message to buy, with the jewellery placed right at the centre. There is no build-up. The reel gets to the point and uses the trend to support that.
Nikita Jewels
Nikita Jewels blends the trend with a promotional offer. The dialogue and text work together so that the discount feels like part of the same idea, not something added separately. It stays quick and easy to understand.
Vardhaman Jewellers
The Jabalpur-based jeweller has kept it straightforward. The dialogue is used to directly address the viewer, and the reel quickly moves into a clear prompt to buy, making it simple, direct, and focused on getting the viewer to consider the jewellery.
Khanna Jewellers
Khanna Jewellers plays around with the line in a more relatable way. The reel says that whether you are young or grown up, your jewellery choice should still be classy. The post’s caption brings in trust, design and pricing, tying everything back to the brand.
Kharwade Jewellers
The brand has used the trend to invite people into the store. The dialogue sets up the moment, and the reel follows it with a simple call to visit and explore their collection. The message is clear and stays focused on getting customers through the door.
Samdariya Abhushan
Samdariya Abhushan takes the line forward into a simple instruction. Try it and then buy it. The reel moves from humour into action without changing the tone too much, keeping the jewellery in clear view.
Svaraa Jewels
Svaraa Jewels brings its name into the dialogue itself. That small change makes the reel feel more personalized to the brand. The rest of the visuals stay minimal and focused.
NSK Thanga Maaligai
NSK Thanga Maaligai keeps the attention on a single ring. The animated sparkle and the dialogue come together to suggest that the piece is meant for the viewer. The message is simple and product-first.
Navratan Jewellers
Kanpur-based Navratan Jewellers uses the trend to nudge the viewer towards making a better choice. The line leads into a reminder to pick the right jewellery, keeping the message straightforward.
Bhikubhai Jewellers
Bhikubhai Jewellers uses the reel to highlight its showroom. Instead of focusing on one piece, it brings attention to the space itself, using the trend as a way to draw people in.
Rajendra Pushpraj Jewellers
Rajendra Pushpraj Jewellers adds its own line after the original dialogue. It builds on the trend to say that customers should choose something special, keeping the message clear and familiar.
Solanki Jewellers
Solanki Jewellers uses the reel to showcase its wedding collection. The transition leads into bridal jewellery, with a clear prompt to check out the new designs.
PKB Jewellers
PKB Jewellers keeps the tone light and positive. The dialogue connects to a message about feeling confident and dressed for any occasion, with the jewellery staying front and centre.
Across these posts and many others put up by jewellers, the pattern remains consistent. Some of the jewellers have also used the famed title track from the first part of the film series to make the delivery more impactful, while the text showcases the dialogue that has become India’s latest marketing goldmine.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
