The campaign, launched across digital platforms, highlights actor Kajal Aggarwal’s personal connection with Lord Balaji and the cultural relevance of the new jewellery line, marking the 10th edition of the brand’s signature ‘Jewels of India’ series
Mumbai: Reliance Jewels has launched its latest digital campaign ahead of Akshaya Tritiya 2025, featuring actor Kajal Aggarwal and marking the release of the 10th edition of its signature ‘Jewels of India’ collection. This year, the collection is inspired by the sacred town of Tirupati, known for its temples and cultural heritage.
The campaign, launched across Instagram and Facebook, presents Aggarwal’s personal connection with Lord Balaji and highlights the cultural relevance of the new jewellery line. Through a visual narrative, the film explores moments of devotion and the symbolism behind each design. Aggarwal walks viewers through the collection at a Reliance Jewels showroom, linking each ornament to elements from the Tirumala region and temple traditions.
The Tirupati collection includes gold and diamond jewellery pieces inspired by Lord Balaji, the Tirumala Hills, and the wedding of Sri Venkateswara and Padmavati. The designs draw references from temple architecture, the Brahmotsavam festival, and Kalamkari art. The collection features both statement jewellery such as chokers and long necklaces, and lightweight wearable designs intended for daily use. It also incorporates symbolic motifs like the Shankh, Chakra, and Tila of Lord Balaji.
Speaking on the launch, Sunil Nayak, CEO of Reliance Jewels, said, “Jewellery is more than an adornment; it is a timeless expression of heritage, faith and divine connection. The Jewels of India Tirupati collection is a heartfelt tribute to Lord Balaji, with his blessings imbued in every piece. It beautifully embodies the spirit of Akshaya Tritiya – a festival that signifies abundance and auspiciousness. With every piece of this collection, we are honoured to bring this sacred sentiment to life.”
The Jewels of India series began in 2019 and has explored regional craftsmanship from various States including Karnataka, Rajasthan, Odisha, Uttar Pradesh, Gujarat, Maharashtra, Tamil Nadu, West Bengal, and Madhya Pradesh. Now in its 10th edition, the Tirupati collection continues to focus on regional narratives and cultural symbolism.
Customers purchasing from the collection before April 30 and sharing a photo wearing the jewellery while tagging Reliance Jewels and Kajal Aggarwal stand to win cash vouchers.
Reliance Jewels, a part of Reliance Retail Ltd., has branches spread across 126 cities in 26 States in India. It has grown from a solitary Reliance Jewels showroom to a leading jewellery brand in India with 143 Stand Alone Showrooms (SAS) and 212 Shop in Shop (SIS) outlets, beside selling through online channels.
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