Titled ‘Gehna Ek Ankahi Kahani’, the brand’s six-part Instagram video series goes beyond transactional retail to highlight the emotional, historical and financial value of jewellery in Indian life. It has been conceived and scripted by Rishu Gupta, Director, Kasturi Jewellers
Patna: In a market saturated with discount banners and limited-time offers, Kasturi Jewellers is carving out a different path with a content-led campaign that stresses on meaning over marketing. Titled ‘Gehna Ek Ankahi Kahani’, this newly launched Instagram video series goes beyond transactional retail to highlight the emotional, historical and financial value of jewellery in Indian life.
Conceived and scripted personally by Rishu Gupta, Director, Kasturi Jewellers, ‘Gehna Ek Ankahi Kahani’ is structured as a six-part video series. It explores how jewellery is not just a product but a multi-generational asset—emotionally, culturally and financially. Rather than presenting jewellery as a commodity, Gupta frames it as a companion through life’s pivotal moments, both joyful and difficult.
“Every piece of jewellery has a story — be it a parent saving up to buy a bridal set for a daughter or someone gifting jewellery to a spouse as a form of love and appreciation. We want to highlight that,” says Gupta. “When a woman wears jewellery, she’s imagining her future, her loved ones, her family. It’s never just about the gold—it’s always about what it represents.”
The first video in the series, already live on Instagram, establishes this emotional groundwork by showing how jewellery often becomes a vessel of love and memory. Gupta notes how jewellery is passed down across generations or sold to fund significant life needs. “People sell gold to pay for medical emergencies, children’s higher education, or to invest in real estate. These are not expenses—they are investments made through an appreciating asset,” he observes.
This statement aligns with industry data. According to the World Gold Council, Indian households hold over 25,000 tonnes of gold—valued not just for its intrinsic worth, but as a financial fallback in times of crisis. In semi-urban and rural regions especially, gold is widely used as collateral for short-term loans and medical emergencies. A 2023 KPMG report on retail investment behaviour noted that more than 60% of Indian consumers consider gold jewellery their most reliable long-term asset, outperforming stocks, insurance, and even fixed deposits in terms of public trust.
The second video in the series explores the educational aspect, covering metal-wise insights. Upcoming videos will focus individually on gold, silver, diamonds, platinum and gemstones. These will include detailed explanations on each metal’s appreciation trends, astrological value and practical benefits. For example, Gupta intends to spotlight the navratnas—the nine planetary gems—by drawing on historical references and real-life consumer anecdotes.
What makes ‘Gehna Ek Ankahi Kahani’ stand out is its panoramic vision. Gupta clarifies that the goal is not to promote Kasturi Jewellers alone, but to uplift the jewellery industry as a whole. “This story is being told by Kasturi, but it belongs to all of us. If only one brand grows, it’s incomplete. The entire industry must rise together. That’s the only sustainable future,” he states.
To maximize reach, the campaign is being boosted across social media and shared with the brand’s existing customer base. The feedback for the first episode has been positive, especially from younger audiences who often view jewellery as ornamental rather than essential. By combining education with emotional relevance, ‘Gehna Ek Ankahi Kahani’ positions jewellery not only as a wearable, but as a legacy.
“We revere every piece we sell. It’s not just inventory — it’s a symbol of wealth, love, faith, and continuity. Gold and silver are not just for occasions. They stand by you in your highs and your lows. That is the untold story we’re bringing forward,” Gupta says.
The Patna-based jewellery brand operates a single retail jewellery store out of Bakerganj, catering to customers from all over the city and beyond.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
