According to the brand, Bali represents a relatable, real persona — someone young customers can identify with — and the aim was to keep the tone genuine rather than scripted or promotional
Meerut: Manoharlal Jewellers recently partnered with actor and content creator Sahiba Bali for a video in which she showcased contemporary interpretations of gold and natural diamond jewellery by the brand in an authentic, relatable manner to strengthen its connect with younger audiences.
According to Surbhi Shekhar, Marketing Head, Manoharlal Jewellers, the association with Sahiba Bali was a natural extension of the brand’s long-standing relationship with her. “Sahiba has been our client in the past, and this association grew organically. She represents a relatable, real persona — someone young customers can identify with. We wanted the collaboration to feel genuine rather than scripted or promotional,” she said.
The shoot, held in an informal home setting, followed the format of Manoharlal Jewellers’ Client Diaries videos — a series that captures candid customer interactions instead of formal testimonials. The team aimed for a conversational tone, recording spontaneous exchanges about Bali’s personal experience with the brand and her approach to styling fine jewellery for different occasions.
Through this video, the brand is focusing on repositioning gold and diamond jewellery as fashion-forward and wearable for everyday use. The styling reflects a fusion of modern and traditional sensibilities — for example, pairing a gold choker patti with a white suit and a yellow diamond line necklace with a corset lehenga — to demonstrate the versatility of classic pieces in contemporary wardrobes.
Shekhar noted that the collaboration has generated strong engagement online. “Sahiba’s presence across multiple platforms — from digital content to web series — helped us reach a wide audience. We’ve received direct customer feedback and even new walk-ins who discovered us through her videos,” she said.
In Diwali season, bringing in a known yet relatable personality to talk to its audience was a deliberate step by the brand to amplify visibility without resorting to conventional advertising. It reflects the brand’s ongoing effort to make fine jewellery relevant to younger consumers — not just for weddings or festivities, but as part of their everyday expression.
Manoharlal Jewellers, established in 1930, has multiple showrooms across the country, namely, at Faridabad in Haryana; Pitampura, Preet Vihar and South Extension in New Delhi; and in Noida and Ghaziabad, Uttar Pradesh.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
