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ORRA looks to promote its brand narrative ‘Outshine Forever’ as exclusive jewellery partner for Femina Miss India 2023



Dipu Mehta, Managing Director of ORRA Fine Jewellery, says ORRA will showcase its collections at the finale rounds, and one representative from the company will honour the winner

ORRA Fine Jewellery has become the exclusive jewellery partner for the 59th edition of Femina Miss India, set to take place in Imphal, Manipur on April 15, 2023. The brand is confident that its association with the contest and the co-powered tag, along with ORRA’s logo as a part of the integrated logo unit (ILU) will help their growth trajectory.

“To catapult our brand narrative of ‘Outshine Forever’, we were looking for an opportunity either to create our own IP event or associate with a well-established and proven property, which has pan-India appeal, is fashion-oriented and is something beyond just beauty. We found a great possibility of achieving this with our association with the 59th edition of Femina Miss India,” says Dipu Mehta, Managing Director of ORRA Fine Jewellery.

The opportunities ORRA has curated with this partnership are the following:

Pre-event: ORRA hosted six State winners in their respective States. “We organized a meet-and-greet event at six of our stores including Delhi, Chandigarh, Bhopal, Pune, Hyderabad and Bangalore. This was an invitation-only event for our customers to wish the State winners good luck before they reached Mumbai to prepare for the grand finale,” says Mehta.In an exclusive sub-contest, ORRA had the rights to judge and pick a winner as ‘ORRA Shining Star’ based on the participants ‘ability to outshine in their journey so far.

“We had the opportunity of hosting 9 State winners at our new store in Borivali for a meet-and-greet event on April 3. We went live during the event on YouTube, with a good number of viewers watching us live on a Monday afternoon,” adds Mehta.

ORRA also did a two-day photo shoot with 30 Miss India finalists wearing its jewellery pieces, and promoted these close-up photos across all media platforms.

At the event finale: ORRA’s exclusive collection will be worn by former Miss India pageant winners like Sini Sadanand Shetty. One representative from ORRA will also be honouring the winner along with the runner-up, which will give the brand a photo opportunity.“Apart from our presence at the venue as a co-powered partner, we will also showcase our collections at the final rounds, which includes the Rocky S round, the Namrata Joshipura and the Mohey rounds,” adds Mehta.

Post-event: ORRA will host the winner of Femina Miss India 2023, who will represent the nation at the Miss World 2024 contest, along with the two runners-up, at a gala event in one of their stores. The brand plans to use the large repository of creative assets, such as photo-shoot images and event pictures,for their social media in the next few quarters.ORRA also has access to the 27 other finalists for brand endorsements.


ORRA plans to leverage every promotion of Femina Miss India 2023 to enhance its brand reputation. Also, every on-ground activity – be it before, during and post the event – will accrue association mileage, expected to impact sales for the brand.

The tangible benefits are:

  • Huge awareness impact across India in all media channels, high visibility will give the brand a new range of effective touch-points. The brand will be perceived as a national brand
  • ORRA will receive recognition for its exclusive designs and range of products
  • Great opportunity for ORRA to engage with customers, increase affinity and bring in a sense of pridefor every stake-holder– employees (present and future), vendors, partners and associates

Brand ORRA, with a legacy of 135 years, isa diamond-focused brand. It currently has 75 stores in 33 cities, and the vision is to expand to 135 stores in 50+ cities by 2025.

Written by Janhavi Ganguly

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