By associating with Jaanvi, niece of actor Mahesh Babu, the brand appeals to a new generation of jewellery consumers
Vijayawada: Jewellery retailer Koushik Gold & Diamonds has announced its new brand campaign featuring Jaanvi Swarup Ghattamaneni, niece of actor Mahesh Babu, who marks her first on-screen appearance as she sets out to carve her own path in the film industry. The association reflects the brand’s intent to communicate continuity, legacy and contemporary design appeal to a new generation of jewellery consumers.
Jaanvi, daughter of actor-director Manjula Ghattamaneni and granddaughter of the late superstar Krishna, represents a younger audience that values both heritage and personal expression. The brand’s creative team identified her as the right fit after observing her presence and personality online. “There was something classic about her; not just beauty, but soul,” said Kunal Kumar, Managing Director, Koushik Gold & Diamonds, as quoted by Telugu Times. “She has that rare quality you can’t design: authenticity. We knew right then that she was the face we’d been waiting for.”
The brand notes that the decision to feature her was instinctive as well as strategic. “We feel honoured to be the first to feature her,” Kumar added. “It feels like destiny chose us. Jaanvi embodies everything we stand for: purity, elegance and the quiet confidence that comes from knowing who you are.”
The campaign film focuses on bridal and diamond collections, presenting Jaanvi in a minimal, elegant visual style where product detailing and craftsmanship remain central. The film’s direction emphasizes emotion-led story-telling that aligns with the brand’s identity. “Jaanvi doesn’t pose, she emotes. She doesn’t perform, she becomes. Her presence filled the set with calm energy and quiet radiance,” said a person associated with shooting of the campaign film.
The positioning of the campaign highlights the convergence of two legacies — the brand’s established reputation in Telugu jewellery craftsmanship, and Jaanvi’s lineage rooted in cinema and cultural identity. A senior brand consultant associated with the project shared, “Koushik Gold & Diamonds has always represented the best of Telugu craftsmanship. And Jaanvi represents the best of the next generation — refined, rooted, yet refreshingly modern. Together, they form a narrative that speaks to every woman who carries her heritage with pride while embracing her individuality.”
For Jaanvi, the campaign marks a significant personal milestone. “This collaboration is special,” she shared. “Koushik’s jewellery has a warmth and authenticity that feels close to home. Their designs celebrate tradition but feel modern — that’s exactly how I see myself too.”
The campaign will be rolled out across digital platforms, print and in-store branding, with phased amplification planned for festive and bridal buying periods.
Koushik Gold & Diamonds was established in 2011 and carries a proud legacy of 13 years in the jewellery industry. The brand has a single store located at PVP Mall Road, Moghalrajpuram, Vijayawada in Andhra Pradesh.
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