The brand’s ad film shows jewellery not only as an integral part of tradition, but also as a smart, wearable investment relevant to current times
Mumbai: Reliance Jewels has ushered in the gold-buying season with a fresh, value-led approach, brought out by a festive campaign that sharpens its proposition from ‘Shubh’ to ‘Smart’ Akshaya Tritiya.
Amid ongoing gold price volatility and evolving consumer behaviour, Reliance Jewels highlights a key shift – jewellery today is not just a traditional purchase, but a smart and wearable investment. Consumers are increasingly seeking designs that balance emotional value with practical spending.
Bringing this thought to life, the brand’s festive campaign features a warm father-daughter moment with actor Gajraj Rao and Pratibha Ranta of ‘Laapataa Ladies’ fame. The ad film reflects how younger consumers are reinterpreting traditions with a more informed and value-conscious approach, while staying deeply connected to family values. While Akshaya Tritiya continues to signify ‘shubh’ buying, Reliance Jewels has sharpened its proposition from ‘Shubh Akshaya Tritiya’ to ‘Smart Akshaya Tritiya’.
Speaking on the Akshaya Tritiya offerings, a Reliance Jewels spokesperson said, “Amid ongoing gold price volatility, consumer behaviour is clearly shifting – today’s customers are more informed, value-conscious and discerning. At Reliance Jewels, we’ve anchored our approach in this sharp insight by launching a value-led range for Akshaya Tritiya and positioning Reliance Jewels not only as an integral part of tradition, but also as a smart, wearable investment relevant to current times – bringing together ‘shubh’ with a more ‘smart’ way of celebrating.”
The brand has introduced new gold and diamond collections designed to make festive buying smarter and more accessible. With options spanning daily wear to bridal jewellery, the range offers both design variety and strong value for jewellery enthusiasts.
Reliance Jewels, the jewellery arm of Reliance Retail under Reliance Industries, was launched in 2007 as part of the group’s entry into organized jewellery retail. Positioned as a national chain offering gold, diamond, silver and platinum collections, the brand has scaled through a mix of flagship showrooms and shop-in-shop formats across India. Its retail footprint has expanded steadily over the years, with 140+ stores in 100+ cities comprising metros as well as Tier II and Tier III markets. The brand also retails online.
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