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Kirtilals launches new campaign ‘Bandhan’ to bring attention to the bride and her tribe




The new bridal jewellery campaign, which will shift the spotlight on the bride tribe, is designed to grow Kirtilals’ current customer base beyond South India and showcase its jewellery ethos to a larger audience pan-India  

Mumbai: Kirtilals, a diamond jewellery brand spanning over nine decades in business and counting, is all set to launch an exciting new bridal jewellery campaign titled ‘Bandhan’. The new campaign will throw the spotlight not only on the bride but also on her invaluable support system – her tribe, who play an integral role in her journey towards matrimony be it her mother, sister, grandmothers or other female members.

The ‘Bandhan’ campaign is meticulously crafted and produced to help Kirtilals expand its presence beyond the South Indian market where it is very well-established, while also making its up-to-date jewellery pieces attractive and relevant to young buyers across India. The campaign seeks to redefine traditional narratives by shifting the spotlight from the singular route of the bride being the anchor alone, to the others who are also an integral part of the wedding journey. 

As a purveyor of exquisite diamond jewellery, Kirtilals has earned a distinguished reputation for its impeccable craftsmanship and timeless designs and is committed to creating heirloom pieces that capture the essence of love and celebration.


“At Kirtilals, we believe that jewellery is more than just adornment – it is a symbol of love, unity, and cherished memories. Through this campaign, we are proud to celebrate not only the bride but also the cherished relationships that form her tribe,” said Seema Mehta, Creative Director of Kirtilals.

The bridal jewellery campaign is showcased in the form of a film and captivating visuals that highlight Kirtilals’ exquisite diamond jewellery collections. As part of the campaign, Kirtilals will engage with audiences across digital and integrated platforms, inviting them to share their own stories of love and togetherness.

Retail Jeweller India News

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