The campaign is part of a larger effort by Kushal’s to strengthen its presence in Tier I and Tier II urban markets, where daily-wear jewellery is emerging as a key growth area, with more women in the workforce and rising disposable incomes
Bengaluru: Silver jewellery brand Kushal’s has launched a new advertising campaign to promote its latest ‘Everyday’ collection, aligning with a broader strategy to tap into the growing demand for versatile, daily-wear jewellery among women. The brand film highlights the role of jewellery in everyday life, positioning Kushal’s as a go-to choice for consumers seeking style, functionality and affordability in their accessories.
The campaign, built around a slice-of-life narrative, features three relatable scenarios — a brunch between friends, a mother immersed in creative pursuits, and a working professional preparing for her day. Each vignette subtly showcases the brand’s jewellery as a natural part of women’s routines, seamlessly blending into their personal styles and daily environment.
From minimal studs and hoops to bead chains and stackable bracelets, the collection offers a modern aesthetic designed for day-to-day wear. The brand is also promoting its 92.5 sterling silver line as a premium option within the segment — a move that supports its positioning in the accessible luxury space.
Ankit Gulechha, Director – Marketing, Kushal’s Fashion Jewellery, said, “The ‘Everyday’ collection reflects a shift in how women approach jewellery. Today, jewellery is no longer confined to special events; it’s part of how women express themselves at work, during leisure, and in their personal time. This campaign reinforces our belief that fashion should move with the individual — stylish, effortless, and integrated into everyday life.”
The campaign is part of a larger effort by Kushal’s to strengthen its presence in Tier I and Tier II urban markets, where consumer behaviour is evolving rapidly. With more women in the workforce, rising disposable incomes, and a focus on individual expression, daily-wear jewellery is emerging as a key growth area.
Industry observers note that the affordable silver and fashion jewellery segment has seen steady expansion, driven by changing lifestyle patterns and the increasing influence of digital and influencer marketing. By investing in story-telling-led campaigns and expanding its product mix, Kushal’s is seeking to differentiate itself in a competitive but growing category.
The brand’s Everyday collection serves as both a product strategy and a branding message, promoting inclusivity, accessibility, and the idea that style belongs in every moment, not just special ones. As consumer preferences shift toward utility-driven fashion choices, Kushal’s aims to bridge the gap between statement jewellery and daily functionality.
Kushal’s has established itself as a leading fashion and silver jewellery brand in India, powered by a robust multi-city store network, strong financial growth, significant PE backing, and a rapidly growing digital channel. It operates 90+ stores across 30+ cities, including Chennai, Pune, Hyderabad, Kochi, Indore, Chandigarh and Guwahati, among others, with a strong concentration in South India.
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