Kushal’s first ad campaign focuses on organic discovery of the brand through a ‘chain reaction’

The retailer has a significant catalogue of silver jewellery offerings besides its affordable fashion jewellery range. The offbeat campaign uses a whimsical story to highlight how customers find the brand through personal referrals

Bangalore: Kushal’s Fashion Jewellery, which has a significant catalogue of silver jewellery offerings, has launched its inaugural brand campaign with a fresh, innovative film that celebrates the excitement of finding the perfect piece of jewellery for special occasions. The 55-second ad, which revolves around the theme of a “chain reaction”, highlights how most customers discover Kushal’s jewellery through recommendations from friends and family, emphasizing the brand’s accessibility through positive word-of-mouth

The campaign, conceptualized by the advertising agency Talented, departs from traditional jewellery advertisements by focusing not on overt emotions but on a more subtle, yet powerful, theme—desire. The film’s whimsical storyline portrays the relatable journey of discovering the ideal jewellery piece, showcasing Kushal’s as a brand that offers accessible, stylish jewellery suitable for any occasion.

“We wanted to showcase how our pieces add elegance and allure to every moment, making each occasion unforgettable,” said Ankit Gulechha, Director of Kushal’s Fashion Jewellery. “With this campaign, we’re thrilled to celebrate how our customers connect with our brand—through friends, family and word-of-mouth recommendations.”

https://youtu.be/5_geKe9Aqds

The ad also addresses a frequently asked question from the brand’s customer feedback: “Where did you hear about Kushal’s?” The answer, depicted as a long, winding tale, underscores the brand’s unique ability to tap into the power of personal referrals.

Tanvi Garde, Head of Brand at Kushal’s, said, “This campaign speaks directly to our consumers’ journey. It’s about discovering Kushal’s through loved ones, which truly defines our brand’s meaning. We want people to find that perfect piece of jewellery and have fun dressing up for special moments.”

The jewellery category is often defined by legacy brands with traditional advertising codes, but Kushal’s aim was to break away from that and create an unconventional campaign to celebrate affordable yet premium-looking jewellery. The campaign marks a bold step forward for the brand, positioning it innovatively for jewellery lovers.

Founded in 2006, Kushal’s Fashion Jewellery is a Bangalore based chain of fashion and silver jewellery stores currently having outlets in Bangalore, Chennai, Hyderabad, Mysore, Coimbatore, Chandigarh, Kochi, Trivandrum, Ahmedabad, Mangalore, Vijayawada, Belgaum, Hubli, Vizag, Pune, Indore, Rajahmundry and Guntur. It also retails online.

Retail Jeweller India News