Meralda Jewels links on-screen persona of brand ambassador Mrunal Thakur to its ‘Letter To Sita’ contest

Inspired by Thakur’s iconic role in the film ‘Sita Ramam’, the brand has urged participants to write heartfelt letters to the fictional character ‘Sita Mahalakshmi’, drawing significant response

Kozhikode: Jewellery retailer Meralda Jewels has introduced an innovative engagement initiative — the ‘Letter to Sita’ contest — inspired by its brand ambassador actor Mrunal Thakur’s role in the cult film ‘Sita Ramam’. The contest encourages participants to write heartfelt letters to the fictional character ‘Sita Mahalakshmi’, drawing on emotions and connections evoked by the film.

The brand is leveraging the immense popularity of Mrunal Thakur’s character ‘Sita Mahalakshmi’, from the 2022 movie released in Telugu and Malayalam across South India, to strengthen its brand appeal.

“With Mrunal as our brand ambassador and her connection to Sita, this initiative serves as a recall for the beloved character that Mrunal played. People remember her as Sita and we wanted to create a connection between our audience and our brand through story-telling,” Labeeb N, Director of Meralda Jewels stated. “Her performance in ‘Sita Ramam’ resonated deeply with the audience, making her a household name in the region.”

By associating the contest with her on-screen persona, the brand aims to build an emotional connection with potential customers, further enhancing its engagement and visibility in the market. With over 300 comments and 41.1k likes on Instagram, the contest has already generated significant interest among participants on social media.

Winners of the contest will receive a gold coin, personally presented by Mrunal Thakur at the grand inaugural ceremony of the brand’s Kozhikode store on January 16.

“Our Kozhikode store, originally established five years ago, has undergone significant enhancements, including increased space, expanded inventory, and improved visibility. The upgraded outlet aims to offer an enhanced shopping experience to customers,” Labeeb said.   

The brand has recently expanded its presence in the Middle East, with two new stores in Dubai. Further expansion plans are in motion, with upcoming stores in Bengaluru and Coimbatore. “We have a strong expansion strategy beyond Kerala. Our presence in the GCC has grown significantly, and we are looking at more locations in India as well,” Labeed elaborated.

The brand currently operates six stores – three located at Kozhikode, Kochi and Kannur in Kerala, one in Karnataka’s Mangaluru, and two in Dubai.

Written by Megha Misra

Retail Jeweller India Exclusive