Kalasha Fine Jewels turns to Keerthy Suresh’s character in Netflix series ‘Akka’ to pitch for its Puligoru pendants

Although the pendant featured in ‘Akka’ was not designed by the brand, and it has no formal association with the series, it has strategically used the actor’s character in its communication to showcase its own collection

Bengaluru: In Netflix’s new series ‘Akka’, actor Keerthy Suresh brings her character to life as a ruthless gangster queen in 1980s South India. Her bold performance is complemented by her striking jewellery, particularly the Puligoru pendant, a symbol of bravery and authority, typically worn by men. The actor’s character challenges the traditional gender norms, wearingthe Puligoru pendant with poise, and standing out as a powerful woman. Although the pendant featured in ‘Akka’ was not designed by Kalasha Fine Jewels, a proponent of this distinctive design, the brand has strategically used the actor’s character in its communication to showcase its own collection of Puligoru pendants.

Kalasha Fine Jewels has no formal association with the series; yet, it has gained traction just by turning the spotlight on the Puligoru pendant worn by the actor’s character through its social media posts. The jeweller has not only challenged traditional gender norms in jewellery, but also made a bold statement, successfully drawing attention to its own collection of bold jewellery pieces inspired by the design seen in ‘Akka’.

Commenting on thebrand’s use of ‘Akka’ to promote the Puligoru pendant,Abhishek Chanda, Director of Kalasha Fine Jewels, said, “We wanted to showcase how a typically male jewellery piece can be worn by women as well because it symbolizes royalty and power.”

Meanwhile, the social media post highlighting Keerthy Suresh’s Puligoru pendant has evoked response from fans of the series and jewellery lovers alike. The post has sparked an increase in enquiries and orders for similar pieces, demonstrating high interest in this bold and empowering style. “We received a great response to the video and have had orders to create more pieces. It was a positive reaction to the look in the movie,” Chanda noted.

Kalasha Fine Jewels’ success in drawing attention to its bold collection indicates a shift in how women of today approach traditionally masculine jewellery. With its innovative approach, the brand is positioning itself as a jewellery house turning out powerful, elegant pieces that embrace culture but stand out as bold.

With over 118 years of experience in the industry, CapsGold Pvt Ltd., the parent company of Kalasha Fine Jewels, has long been a leader in bullion trading and jewellery. Kalasha Fine Jewels has three stores – one each in Hyderabad, Vijayawada and Bengaluru.

Written by Achal Chaubey

Retail Jeweller India Exclusive