JGP Jewellers attracts youth to gold jewellery with its Shrungarachi Paribhasha campaign 

By framing gold jewellery as not just a symbol of wealth or tradition, but as an integral part of personal adornment and style, the campaign encourages younger consumers to reimagine how they view and wear gold 

Mumbai: Jagannath Gangaram Pednekar Jewellers has recently unveiled a new video campaign titled Shrungarachi Paribhasha, aimed at sparking a conversation around the cultural and personal significance of shrungar or adornment. Through this campaign, the brand seeks to highlight the traditional importance of jewellery, especially gold, in the context of self-expression and identity, while making it more relevant to modern audiences. 

“We will also introduce daily office-wear for the younger generation. The product categories shown in the ad films are popular among customers and we are trying to boost them,” said Anand Pednekar, Director, Jagannath Gangaram Pednekar Jewellers. 

The campaign has been thoughtfully designed to appeal to the younger generation of customers and boost their interest in gold jewellery. By framing gold jewellery as not just a symbol of wealth or tradition, but as an integral part of personal adornment and style, the campaign encourages younger consumers to reimagine how they view and wear gold. 

“The campaign is not only online but also on hoardings at bus stops, in print ads and of course, at our stores. There is a definite increase in calls and inquiries at the store,” commented Pednekar. 

In the series of videos, Shrungarachi Paribhasha delves into the evolving definition of adornment, illustrating how gold jewellery, can be both a statement of individuality and a connection to heritage. The campaign also features fresh, contemporary designs intended to resonate with the tastes and lifestyles of younger consumers. 

Pednekar pointed out that the targeted customer base was different from the brand’s regular customer base that frequents the brand’s showroom. With the launch of this campaign, the brand foresees the potential to get more enquiries from the younger customers. The campaign also attempts to bring together jewellery as an adornment and as an investment, an idea that the older generation of gold jewellery consumers are familiar with. 

The ad film focuses on blending the elegance of gold and diamond jewellery with designs that are versatile enough for daily wear. It highlights how traditional elements can be subtly incorporated into contemporary pieces, appealing to younger consumers who seek a balance between heritage and modern style. 

In the first video of the campaign, a young professional woman is featured wearing a bracelet that closely resembles the traditional mangalsutra, complete with black beads. This design retains the symbolic essence of the mangalsutra while reimagining it in a more subtle and modern form, making it suitable for everyday wear in both professional and casual settings. 

In the second ad film, the jeweller focuses on the diverse preferences women have when it comes to jewellery, emphasising how personal style plays a key role in their choices. The video aims to celebrate the individuality of women by showcasing an array of jewellery designs, worn by women in the video. This ad highlights how the brand’s collections are versatile and adaptable, offering something for every type of customer. 

By focusing on this diversity in style and preference, the video not only showcases the extensive range of jewellery offered by the brand but also reinforces the message that every woman’s choice in adornment is unique and valuable. The campaign seeks to connect with a broad audience, encouraging them to see jewellery as a form of personal expression rather than just a cultural or traditional accessory.  

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive