The campaign’s objective is to introduce Rokde Jewellers to newer markets and younger audiences across the country
Nagpur: Rokde Jewellers has launched a new brand campaign featuring actors Riteish and Genelia Deshmukh, marking a significant step in the brand’s journey from a trusted regional jeweller to a nationally recognized name. More than a celebrity endorsement, the campaign reflects the company’s renewed brand identity and long-term vision of expanding beyond its stronghold in Vidarbha while retaining the heritage and trust built over generations.
According to Paras Rokde, Director, Rokde Jewellers, the campaign is rooted in the brand’s core philosophy of celebrating enduring relationships and Indian values. “At Rokde Jewellers, we believe that trust and relationships are built across generations. That is exactly what our new brand identity stands for—celebrating timeless values while embracing the future. When we were looking for faces to represent this journey, Riteish and Genelia felt like the perfect choice. Their authenticity, warmth and deep cultural connect beautifully reflect the values that have defined Rokde Jewellers for over a hundred years,” Rokde said.
The campaign has been rolled out through a comprehensive 360-degree media strategy, spanning outdoor hoardings, newspaper advertisements, cinema advertising and a strong digital presence across social media, YouTube, Connected TV (CTV) and OTT platforms including JioHotstar, ZEE5 and Star Pravah. The omnichannel approach is aimed at delivering consistent brand visibility across multiple consumer touchpoints while reaching audiences across age groups and geographies.
The launch also aligns with Rokde Jewellers’ renewed brand philosophy ‘From the Heart of India, to the Hearts of India’ reflecting its ambition to scale nationally. As more regional jewellers look beyond their traditional markets, celebrity-led story-telling backed by integrated media investments is becoming an increasingly important strategy.
Speaking about the company’s growth vision, Rokde said, “While Rokde Jewellers has built an extraordinary legacy in Vidarbha over the last 124 years, our vision is to take this legacy to customers across the country. Through this campaign, we aim to position Rokde Jewellers as a brand that is deeply rooted in Indian values yet contemporary in its outlook, making it relevant to customers across generations and geographies.”
The campaign has already delivered encouraging early results. The teaser phase generated considerable curiosity ahead of the official launch, driving conversations across digital platforms and local communities. Since the rollout, the company has reported increased customer engagement, higher showroom footfalls across its stores and a significant rise in enquiries, indicating strong brand recall and consumer interest.
For jewellery retailers, the campaign illustrates how a well-planned mix of traditional and digital media can translate into measurable retail outcomes. With consumers engaging across multiple channels before making high-value purchases, integrated campaigns are becoming essential for strengthening both brand visibility and showroom traffic.
Commenting on the brand’s long-term objectives, Rokde added, “This campaign is much more than a celebrity endorsement. While increased showroom footfalls and stronger sales are natural outcomes, our larger objective is to deepen consumer trust, enhance brand preference and introduce Rokde Jewellers to newer markets and younger audiences. As we continue our expansion journey, this campaign will play a significant role in establishing Rokde Jewellers as a nationally recognized jewellery brand while continuing to nurture the loyalty we have earned over generations.”
The campaign reflects a broader shift within the organized jewellery sector, where heritage brands are strengthening brand equity to support long-term retail expansion outside their traditional stronghold.
With a family legacy of over a century in business, Rokde Jewellers is one of the top jewellery retailers in Nagpur. It has six stores in the city of Nagpur and one in Bhandara.
Written by Zara Fernandes
Retail Jeweller India Exclusive
