The brand has already seen early traction in visibility and online conversations ahead of the film’s release later this year
Jaipur: Motisons Jewellers has associated with the upcoming film ‘Maatrubhumi’ produced by Salman Khan Films as part of its efforts to explore newer formats of brand promotion beyond traditional campaigns. The association is centred around the film’s music and visual narrative, particularly the song ‘Chand Dekh Lena’, and is being activated through digital content and campaign integrations.
“Cinema and jewellery have always shared a natural relationship. Both are rooted in story-telling and emotion. ‘Maatrubhumi’ offered us an opportunity to be part of a narrative that is visually rich and emotionally layered, which aligns with how we view jewellery as an extension of expression,” said Prakkhar Chhabra, Owner, Motisons Jewellers.
The collaboration does not involve conventional product placement within the film starring actors Salman Khan and Chitrangda Singh in lead roles. Instead, the brand is using the association to build content that connects jewellery with the film’s visual story-telling.
“This is more of a brand alignment than a traditional placement. We are leveraging the association through curated content and digital story-telling that brings together cinema and jewellery in a cohesive way,” Chhabra said.
From a product standpoint, Motisons Jewellers has not created any exclusive collections for the film that will release in August 2026. The brand has worked with its existing designs, selecting pieces that fit naturally within the overall visual narrative. “Our focus was not on creating film-specific pieces, but on selecting designs that complement the story-telling. Motisons jewellery is designed to be versatile and timeless, which makes it suitable for such visual narratives,” Chhabra said.
According to Chhabra, the collaboration has led to higher interest and conversations around Motisons, particularly on digital platforms. “We have seen strong interest in terms of visibility and digital engagement. There is a noticeable uptick in curiosity and conversations around the brand,” he said.
The brand is focusing on content-driven promotion across digital platforms, where the integration remains aligned with the film’s narrative rather than appearing as a standalone campaign. “Collaborations like this build relatability in a different way compared to traditional campaigns. Our approach is to focus on content where the integration feels natural,” Chhabra said.
Motisons sees scope for similar associations going forward, while maintaining a selective approach based on brand fit. “There is growing potential in such collaborations as fashion and cinema continue to intersect. We will continue to explore them, but only where they align with our design philosophy and positioning,” he added.
Motisons Jewellers currently operates three retail showrooms, all located in Jaipur, Rajasthan. These include its flagship Motisons Tower on Tonk Road and two more outlets in Johri Bazaar and Vaishali Nagar.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
