PMJ Jewels’ film ‘Princess’ builds narrative around the half saree function, for which people buy jewellery

Featuring the brand’s 11-year-old brand ambassador, Sitara Ghattamaneni, the film focuses on rituals around a girl reaching puberty, an occasion considered momentous in South India, and promotes the Sitara collection along with it

In a poignant celebration of South India’s time-honoured half saree ceremony, to mark a girl’s attainment of puberty, PMJ Jewels recently released a heartwarming ad film titled ‘Princess’ starring its11-year-old brand ambassador, Sitara Ghattamaneni. The film, released on Sitara’s 11^th birthday, shows her as a modern girl raised in the US, trying to gel with Indian traditions. She is whisked away to a jewellery store by her grandmother to buy jewellery for her half saree ceremony and then eventually turns into a princess by wearing the brand’s stunning jewellery. The film is replete with emotion, capturing the essence of the ritual that marks a girl’s transformation into womanhood and the joy of embracing the brand’s Sitara collection.

Embracing Tradition

Aptly named ‘Princess’, the film celebrates Sitara’s radiant presence as she embodies the spirit of the half saree ceremony. As the brand’s ambassador, Sitara’s association adds a touch of stardom, elevating the brand’s appeal to a broader audience. “The half saree function is a momentous occasion in South India, where people buy a considerable amount of jewellery. South India is our priority market, and the overwhelming response to the ad film has been incredible,” says Kiran Shinde, CFO of PMJ Jewels. The ad film shows Sitara as the spotlight, aptly named Princess Sitara, resonating with the essence of the collection.

The Sitara Collection

The ad film introduces PMJ Jewels’ distinctive Sitara collection with a poignant narrative. “This exclusive range combines grand and bridal jewellery with casual diamond pieces, catering to the diverse preferences of the brand’s customers. The ad’s emotional connection with the audience has garnered an overwhelming response and solidified PMJ Jewels’ position as a beloved jewellery destination,” says Shinde. Being the daughter of the iconic South Indian superstar, Mahesh Babu, Sitara also brings immense visibility and credibility to the brand. Mahesh Babu has actively promoted the ad film on his social media platforms, amplifying its reach and impact.

Earlier this month, Sitara’s ad for the jewellery brand was displayed at the Times Square in New York, gaining the brand a lot of publicity. The brand has displayed large images of Sitara on its store facade, further reinforcing her association with PMJ Jewels.

Future Prospects

PMJ Jewels is highly optimistic about the association with Sitara Ghattamaneni. “We are planning to launch two more collections with Sitara, further strengthening our bond. The Sitara collection is not only dedicated to the half saree ceremony but also includes casual and bridal jewellery sets, catering to diverse customer preferences,” reveals Shinde.

The ad film ‘Princess’ pays a beautiful tribute to the rich cultural heritage of South India and the cherished half-saree ritual. Through its compelling story-telling and Sitara’s captivating portrayal, PMJ Jewels has reiterated its commitment to celebrating tradition and crafting exquisite jewellery that holds a special place in the hearts of customers.

Written by Maithili Patange

Retail Jeweller India Exclusive