Malabar Gold & Diamonds picks actor Manasi Parekh for its first Gujarati ad campaign, aimed at educating consumers

Parekh will represent the brand over the next two years, connecting with both national and international Gujarati audiences

Mumbai: Actor Manasi Parekh is the face of Malabar Gold & Diamonds’ latest campaign – the brand’s first in Gujarati – aimed at educating customers on responsible and transparent gold purchase. Parekh, who was recently awarded the National Award for Best Actress for her performance in the Gujarati feature film Kutch Express, will represent the brand over the next two years, connecting with both national and international Gujarati audiences.

Award-winning Gujarati film-maker Viral Shah has added depth to the campaign, by collaborating with Malabar Gold & Diamonds to direct the campaign.
The campaign showcases Parekh adorned in an exquisite range of Malabar’s jewellery designs, from traditional gold pieces to contemporary rose gold diamond styles and everyday accessories. These visuals are set across relatable, everyday scenarios—such as a baby shower, a bridal shower, a conversation between neighbours discussing gold purchases, and celebratory moments—highlighting the emotional and practical aspects of buying jewellery from a trusted source. Each scene underscores the joy of gifting and the assurance that comes from purchasing jewellery through a transparent and reliable process.

 
Parekh’s style in the campaign reflects her personal blend of effortless chic with strong sense of heritage. Sharing her excitement about the association, Parekh said the campaign emphasizes honesty and transparency, helping people feel confident about the gold they’re buying.

MP Ahammed, Chairman, Malabar Group, said,“We selected Manasi Parekh for this campaign because of her strong cultural roots in Gujarat, which makes her a perfect ambassador for our brand among Gujarati customers. Renowned for her impactful work in both television and film, Manasi resonates across generations, adding broad appeal to our campaign. Her alignment with Malabar Gold & Diamonds’ values of responsibility and authenticity strengthens our message around fair pricing and ethical practices. Her warm, approachable presence naturally opens up a conversation about Malabar’s commitment to transparent gold buying, making this campaign genuinely meaningful to the people of Gujarat and the diaspora worldwide.”

The campaign has launched across multiple platforms, including TV, print, digital media, social media, and hoardings, with a specific focus on reaching the Gujarati community. As Malabar Gold & Diamonds continues to grow, this initiative reinforces the brand’s dedication to responsible gold-buying practices, fostering trust and confidence among its customers

Malabar Gold & Diamonds, established in 1993, is the flagship company of the Malabar Group, a leading diversified business conglomerate. It has a strong retail network of more than 360 showrooms spread across 13 countries in addition to multiple offices, design centres, wholesale units, and factories spread across India, the Middle East, the Far East, the USA, the UK, Canada & Australia. It also retails online.

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