Through the campaign, the brand shifts the conversation from safe storage to confident usage of jewellery, using insurance assurance and accountability as central pillars of its messaging
Patna: Ratnalaya Jewellers recently launched its new campaign ‘Pehno Befikar’, built around the idea that jewellery should be worn freely rather than remaining locked away due to fear or uncertainty. The campaign brings focus on jewellery insurance as a core consumer benefit and highlights peace of mind as an equally important part of the purchase experience.
The campaign draws from a practical consumer insight often observed in jewellery retail. Customers invest significantly in jewellery, but many hesitate to use it regularly because of concerns around safety and financial risk. The brand has attempted to address this hesitation by centering the campaign on the assurance offered through its one-year complimentary jewellery insurance, post which customers can renew it at their own cost. The brand has been offering this service for close to a decade.
Instead of relying on celebrity faces, the campaign features the company’s own leadership and employees. The brand’s director Saket Keshri appears in the film alongside members of the internal team, a decision intended to reinforce credibility and ownership behind the brand promise. The communication takes a direct and conversational route, positioning the retailer as accountable for the assurance it offers customers.
Saket Keshri, Director, Ratnalaya Jewellers, said, “The idea behind ‘Pehno Befikar’ was simple. Customers should feel confident enough to actually enjoy the jewellery they buy. Insurance becomes meaningful only when it removes hesitation from the customer’s mind and gives them the confidence to wear jewellery without constantly worrying about risk.”
The campaign has been developed as a large-scale multimedia initiative spanning cinema advertising, radio, social media and upcoming Print promotions. Ratnalaya Jewellers organized a private screening of the campaign video at a Cinepolis theatre in Patna – a premiere of sorts attended by influencers, marketing professionals, creators and customers – helping the campaign generate early visibility and word-of-mouth traction.
The retailer has also invested significantly in the production quality of the film, treating it as a long-term brand-building exercise rather than a short-term promotional activity. The campaign is expected to expand further through multiplex screenings and digital platforms over the coming months.
Keshri stated, “Today, getting consumer attention even for a few seconds is difficult. We wanted to create something that people would stay engaged with till the end while still communicating a very practical customer benefit. The effort was not just about visibility, but about building long-term recall for the brand.”
The campaign has already started generating conversations beyond the retailer’s immediate market, aided by social media reach and audience engagement around the film’s concept and execution. The brand believes the initiative will help strengthen its positioning not only within Bihar but also among wider audiences discovering it digitally.
Campaigns built around functional customer concerns such as security, trust and post-purchase confidence are becoming increasingly relevant in jewellery retail. As consumers seek greater transparency and reassurance alongside design and pricing, communication strategies focused on tangible value additions can help brands differentiate themselves in competitive regional markets. Such campaigns also contribute to stronger consumer confidence, repeat purchases and improved brand recall over time.
With ‘Pehno Befikar’, Ratnalaya Jewellers attempts to move jewellery communication beyond aspiration alone and towards practical ownership confidence, using insurance assurance and brand accountability as central pillars of its messaging.
Ratnalaya Jewellers currently operates three stores across Bihar, with outlets in Hathwa Market and Kankarbagh in Patna, along with its newest store in Danapur.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
