WHP Jewellers advocates women empowerment with Gauri campaign during Ganesh Chaturthi

The campaign marks the beginning of the Maharashtrian jewellery brand’s journey on YouTube and its forthcoming topical ads, with an average of 6 ad films a year

Mumbai: Celebrations are aplomb across Maharashtra during Ganesh Chaturthi, and every household reveres Gauri Maa. Coinciding with the sentiment, regional brand Waman Hari Pethe (WHP) Jewellers has embarked on a digital-rich footing with their ad film titled ‘Gauri’.

‘Gauri’ is more than just an ad film. It signals the entry of the jewellery brand on YouTube. Garnering over 250K views within the first week of its launch, it portrays the ultimate form of women empowerment, associating them with Hindu goddesses. The video shows a married couple in their living room, with the woman decking up the deities with utmost reverence. It’s the husband’s conversation with his mother on phone that sums up his admiration for his wife, who has taken care of the festive arrangements for the household brilliantly in the temporary absence of the ‘lady of the house’.

The woman enjoys listening to her husband praise her contributions before her mother-in-law. When he comes and gifts a WHP neckpiece to her, she doubts why he is being a bit too nice. Querying him about his probable all-boys tour afterwards, she finds out that all her husband harbours is love and respect for her. “You are my Gauri, my Durga, and my Lakshmi,” says the husband, upholding a much-needed narrative in Indian conjugal milieu.

Explaining the purpose behind the campaign was Ashish Pethe, partner at Waman Hari Pethe Jewellers. “Essentially, we celebrate festivities, but Gauri enabled us to celebrate womanhood. We worship all the Devis and goddesses, but the lady of the house automatically personifies goddesses and we should celebrate her as well with jewellery,” said Pethe.

This marks the beginning of WHP’s journey on YouTube, as Gauri was released simultaneously on the platform, Instagram, and on Facebook. “We celebrated womanhood through this campaign and also launched our YouTube channel. Pleased with the initial success, WHP is gearing up for its next ad film slated for a release during Navratri. There will be 5-6 short films a year, to improve brand communications and integrate its ethos firmly for our valued customers and audience,” he added.

Communications pattern has changed in the last couple of years with the unchallenged domination of digital media. The effort was worth it for the brand, as the audience has lapped it up with positive feedbacks directly to the brand and across social media. “This was a brand-building exercise to familiarise new and existing customers with our philosophy and vision. With this ad film, the brand will proceed to making topical, and product-specific ads,” concluded Pethe.

Written by Shubham Dasgupta

Retail Jeweller India Exclusive