The multi-season series aims to showcase different genres of jewellery in each season through unique storylines and characters
Kolkata: Kolkata-based fine jewellery house Kulthiaa Jewel has just launched a fictional luxury lifestyle content series titled ‘KJ Bling’. Starring digital creator Smita Jain Murarka in the first season, the series blends high-end jewellery with glamour and entertainment to create cultural conversations beyond conventional product promotion.
KJ Bling is planned as a multi-season series, with the brand aiming to showcase different genres of jewellery through unique storylines and characters. While Season 1 is the Diamond Edition, plans are already in place for the Gold Edition and Polki Edition. Every season will feature a different person (or persons), and introduce new faces and fresh narratives, depending on the storyline and the jewellery category being showcased.
“KJ Bling is a fictional luxury content series built around personalities who love diamonds, drama and unapologetic glamour. The idea was to create entertainment first and advertising second,” said Anand Kulthia, Founder of Kulthiaa Jewel. “The tagline, ‘Diamond. Drama. Desire’ captures the essence of the series. The diamonds are the visual hero, the drama drives the story, and the desire reflects the aspirational lifestyle that audiences love to watch.”
According to Kulthia, the strategy stemmed from the belief that luxury today is defined as much by experiences and identity as it is by ownership. “Luxury is not just about what you own, it’s about how you live,” he said. “KJ Bling places our jewellery within exaggerated yet relatable lifestyle situations that reflect wealth, aspiration and personality.”
The first season is centred around a diamond-obsessed millionaire socialite, but the concept is designed to evolve. “Going forward, we plan to introduce different characters and personalities, each bringing their own version of luxury, humour and drama to the series,” Kulthia said.
The inspiration for the campaign emerged from discussions around the online popularity of Netflix series ‘Desi Bling’ and Internet personalities who blend humour with aspirational lifestyles. “We were fascinated by how some personalities can capture the Internet’s attention through humour, luxury and authenticity,” Kulthia explained. “That sparked a simple question: what would a diamond-obsessed millionaire look like? KJ Bling is our original interpretation of that idea.”
For Kulthiaa Jewel, the objective extended beyond generating views and engagement. “The jewellery industry often focuses on products, while we want to build a cultural conversation around them,” Kulthia said. “We want audiences to remember the character, quote the dialogues, share the content and naturally associate that experience with Kulthiaa Jewel. If people are talking about KJ Bling, they’re talking about our brand.”
As a result, the brand evaluates success using a broader set of indicators. “Engagement is only one metric,” Kulthia noted. “We look at brand recall, customer conversations, direct enquiries, store visits and the overall increase in awareness around Kulthiaa Jewel.”
According to Kulthia, KJ Bling reflects Kulthiaa Jewel’s transition towards story-driven luxury marketing, noting that modern audiences tend to connect more with narratives and personalities than traditional advertising formats. He emphasized that future iterations of KJ Bling are expected to evolve while continuing the story-telling journey that has started.
Kulthiaa Jewel operates a single flagship retail store in Kolkata.
Written by Zara Fernandes
Retail Jeweller India Exclusive
