Khimji Jewellers dedicates new TVC to artisans behind handcrafted jewellery

In the age of machine-made jewellery and AI, the ad film highlights the process behind the making of handcrafted pieces and calls it ‘Handcrafting Blessings’

Odisha-based jewellery retailer Khimji Jewellers has released a new ad film, paying tribute to artisans who handcraft jewellery. The 60-second TVC shows the different stages of turning a simple gold bar into an exquisite piece of jewellery, and how metal becomes a beautiful ornament that is the bride’s pride on the most important day of her life.

“Our ad campaign comes across from the artisan’s point of view. Jewellery is an integral part of a wedding, but who makes it beautiful? It is the artisan,” says Mitesh Khimji, Director, Khimji Jewellers. The brand’s latest TVC highlights the process behind the making of bridal jewellery pieces and how the artisans who handcraft them are the most integral part. The commercial aims to shed light on the concept of handcrafted jewellery overall, and make customers aware about its importance.

BLESSED BY THE ARTISANS

Mentioning the new trend of machine-made jewellery, Khimji says, “With the advent of technology and machine-made jewellery along with AI coming in, everyone has forgotten about the hands that actually craft these beauties. It is all about the artisan’s efforts. Their blessings too are considered necessary to make the ornament beautiful.”

In the age of design software like CAD and CAM, the TVC aims to highlight how handcrafted jewellery still occupies pride of place because of its intricate and delicately crafted designs.

TWO MORE AD FILMS SOON

The ‘Handcrafting Blessings’ ad film – that shows five employees of Khimji Jewellers–is the first of a trilogy. Of the five, two are real employees of Khimji Jewellers, and the rest are actors picked from the industry. The ad was shot by a Chennai-based production company named Belief Films and directed by Anupam Mishra.

Two more films in the series will be released soon. Talking about them, Khimji says, “The next film will come out in a month-and-a-half’s time. We have planned it in a way that the films will come out in the beginning of a quarter, end of a quarter and in the middle of the next quarter.”

APPEAL TO GEN NEXT

The ad film has been getting positive reviews everywhere, especially on YouTube. It touches the very roots of Indian culture, and appeals to the viewer’s emotions. Khimji says that touching the emotional chords of customers was the motive ever since they started brainstorming about the script.

“We wanted to be different from the other jewellery ads and along with it, we wanted the Indian feel. We are appealing to women of the next generation, because we need to make them aware of the whole concept of handcrafted jewellery, in the fast-paced life of today where everyone is always on the move,” says Khimji.

Written by Satyajit Dey
Retail Jeweller India Exclusive