The jewellery brand used the campaign to strengthen relevance in the festive season, deepen consumer engagement and connect cultural storytelling with modern jewellery retail
Bengaluru: Nikhaar Jewels took a contemporary approach to Varamahalakshmi communication with its latest campaign, ‘Deviya Roopa, Nikhaar Na Swaroopa’. Rather than relying on conventional representations of the Goddess Lakshmi, the campaign interpreted the eight forms of the goddess through eight different women, each representing qualities such as wisdom, courage, wealth, nourishment, victory and resilience.
According to Urish Chhajed, Director, Nikhaar Jewels, the campaign was developed to demonstrate how the values associated with Lakshmi continue to resonate with women today. “The thought behind ‘Deviya Roopa, Nikhaar Na Swaroopa’ was to look at Varamahalakshmi beyond the traditional visual representation of the goddess. The eight forms of Lakshmi represent different kinds of abundance — wisdom, courage, wealth, nourishment, victory, continuity and more — and we wanted to show that these qualities still exist in the women we see around us today,” Chhajed said.
For the brand, the campaign strategy extended beyond festive storytelling. By associating each form of Lakshmi with a contemporary woman and personality, Nikhaar Jewels attempted to make a culturally rooted occasion more relatable to younger consumers while retaining its significance.
Chhajed explained that the objective was not to alter the traditional symbolism, but to place its relevance within a modern context. “Young women today may not necessarily relate to a traditional depiction of a goddess in the same way, but they absolutely relate to ideas like ambition, courage, knowledge, family, independence, achievement and resilience,” he said.
Such an approach also allows jewellery to play a larger role within the campaign narrative. Rather than functioning solely as festive adornment, the jewellery is presented as an expression of personal values and milestones. “At Nikhaar, we believe jewellery is not merely something you wear for a festival. It can represent what you value, what you celebrate and what you choose to carry forward,” said Chhajed.
From a business perspective, Nikhaar Jewels is looking to strengthen its association with meaningful jewellery for culturally significant occasions. In the short term, the brand aimed to broaden the relevance of Varamahalakshmi among younger audiences, while its longer-term objective is to build stronger brand recall beyond the festive period.
The campaign is being rolled out across multiple consumer touchpoints, with digital serving as the primary story-telling platform. Eight films introduce the individual forms of Goddess Lakshmi, supported by additional content and influencer-led communication. The campaign also extended into the retail environment, where the jewellery and festive store experience provided an offline continuation of the digital narrative.
Consumer response, according to Nikhaar Jewels, has centred on the individual interpretations of Lakshmi and the opportunity for audiences to identify with specific qualities. “Different people have found themselves relating to different forms of Lakshmi. Someone may see themselves in Dhairya Lakshmi, another person may connect with Vijaya Lakshmi or Vidya Lakshmi,” Chhajed noted.
For Nikhaar Jewels, the impact of the campaign is therefore being assessed beyond immediate store visits or enquiries. The brand is also looking at engagement, recall and the conversations generated around the individual stories.
“The strongest indicator for us is when the audience starts discussing the individual forms, identifying with them and engaging with the stories rather than simply viewing them as another festive jewellery advertisement,” said Chhajed.
With this approach, Nikhaar Jewels designed its festive communication as a tool for brand differentiation, using storytelling to create a stronger connection between heritage, contemporary consumers and jewellery retail.
Nikhaar Jewels operates a single flagship store located at Richmond Road in Bengaluru, Karnataka.
Written by Zara Fernandes
Retail Jeweller India Exclusive
