Kumari Fine Jewellery departs from the norm, promotes the bond between mother and daughter-in-law, a relationship often overlooked in traditional Mother’s Day celebrations

With actor and diva Sameera Reddy and her mother-in-law Manjri Varde in the reel, the brand has ensured that the celebration of this occasion does not specifically have to define the bond just between a mother and daughter

Mumbai: While mothers are worthy of celebration every day, International Mother’s Day becomes even more special. Kumari Fine Jewellery added variety to the occasion with a series of influencer-led videos on the brand’s handle, focusing on three themes. 

Vikas Kataria, Founder of Kumari Fine Jewellery, said, “It started with the ideation to make this Mother’s Day a little different. So far, we have only been celebrating Mother’s Day by promoting products and showcasing gifting options. While maintaining the emotion behind the relationship and the relevance of this day, we still wanted to highlight the different aspects of this bond.” 

In one of the reels, the brand wanted to focus on the playful nature of the love between a mother and her daughter, but with a twist. With actor and diva Sameera Reddy and her mother-in-law Manjri Varde in the reel, the brand has ensured that the celebration of this occasion does not specifically have to define the bond just between a mother and daughter.   

This idea has added leverage from the mother-in-law and daughter-in-law duo’s social media interactions, who go by the names Sassy Sasu and Messy Mama, respectively. 

The reel features glimpses of mock banter typically associated with mother-in-laws in India. When Reddy receives a delivery at the doorstep, Varde assumes that her daughter-in-law is shopping for herself. However, when she sees Reddy signing a greeting card, she is happy to see her own name and then receives the gifts from Kumari Fine Jewellery’s collections.  

Amit Bandi, CEO of Kumari Fine Jewellery, said, “The nature of the relationship between mothers and daughters has changed over the years. The traditional bond has been replaced with friendship and they are influencing one another with their choices. Since our brand is about desire and lifestyle, we featured Neeta Lulla and her daughter Nishka Lulla for one of the reels defining this influence.” 

The last video features a typical emotional bonding between a young mother and her daughter through a GRWM (Get Ready With Me) reel. The child picks out matching outfits for herself and her mom and selects the brand’s lightweight jewellery for both of them. This reel, again, brings to light the friendly bond between new mothers and young daughters, who connect over similar choices in outfits and jewellery.

This reels also highlights an important point: the hashtag #MotherApprovedGuiltyPleasure shows how the brand’s jewellery is seen as a worthy indulgence and investment by mothers who want their children to make wise financial choices in the future.  

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive