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Malabar Gold and Diamonds glams up cardiac patient in Brides of India avatar



Malabar Gold and Diamonds glams up cardiac patient in Brides of India avatar

Miracles happen. You may disagree, but Dhannya Sojan, a patient of congestive heart failure, is on cloud 9 right now after her wish to be a part of the Brides of India campaign has been fulfilled by none other than Malabar Gold and Diamonds.

Dhannya was diagnosed with this condition the last year, which reduces the capacity of her heart pumping blood across her body to 20%. This put a stop on her academic pursuit in Canada and forced her to return to her parents’ place in India for treatment. Soon after the Brides of India campaign was launched, Dhannya had commented from her Insta handle, wishing to look this gorgeous with the jewellery and participate in a photoshoot. She was at the hospital, when she received a call from a marketing representative of Malabar Gold and Diamonds, promising her that they will do their best to make her dream come true.

And they did. She was styled professionally and decked up with a gorgeous white sleeveless gown at a hotel, wherein the photoshoot was done. The lookbook by Malabar also had her, bedecked in dazzling diamond jewellery, making some moves with other models in front of the camera. To keep her spirit high, Malabar Gold and Diamonds chairman MP Ahammed called Dhannya, inquiring about her well-being and know just how incredibly excited the girl was as she kept giggling, laughing, awestruck at the opportunity that she now calls “one of the happiest days of her life that had made her forget about her disease.”

All of this was captured in a video that was shared by actor and Brides of India co-ambassador Kareena Kapoor Khan on Instagram. As a result, wishes and good vibes poured in the form of over 800 comments and over 166K views on the platform alone. The heartwarming gesture seen in the video had helped it garner over 1.5 million views on the day of the release. Dhannya’s zest for life had led the video to have a striking engagement rate of over 25% as compared to other videos by the brand.

This is not just a humanitarian story of gratitude. It shows the collective responsibility of a jewellery brand of global stature to pay heed and respond to its prospective customer irrespective of financial and societal barriers. With this exercise, Malabar Gold and Diamonds has won a million hearts and proved that adorning oneself with jewellery involves overwhelming emotional commitment, which the brand echoes with its activities and products.

Written by Shubham Dasgupta

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