Kushal’s Fashion Jewellery has debuted its inaugural brand campaign, a vibrant celebration of the universal love for jewellery and the joy it brings to special occasions.
At the heart of this campaign is a creative short film that uses a unique “chain reaction” concept, symbolizing how customers often discover Kushal’s through recommendations from their loved ones. This imaginative approach highlights the brand as a destination for stylish, accessible, and effortlessly wearable jewellery.
The 55-second campaign video, conceptualized by Talented and directed by Shai, breaks away from the traditional jewellery advertising mold. Instead of focusing solely on luxury, the film takes viewers on a whimsical journey that reflects the simple yet powerful emotion of desire. Through its relatable narrative, it emphasizes how Kushal’s jewellery seamlessly fits into every moment—be it a wedding, festival, or casual outing.
Kushal’s also turns a commonly asked customer feedback question, “How did you hear about us?” into the inspiration for the film’s storyline. This narrative celebrates the brand’s organic growth, driven by word-of-mouth recommendations from family and friends.Jewellery ads often adhere to predictable patterns, but Kushal’s campaign challenges these norms. As Malvika Thirani, Creative Lead at Talented, explains, “Jewellery advertising has been bound by legacy codes for years, leaving little room for innovation. Fashion jewellery, however, offers an open canvas, and we’ve tapped into that freedom to craft a premium-looking yet relatable campaign.”
The film and its narrative also reflect Kushal’s commitment to offering versatile, high-quality jewellery that suits every occasion, making it a brand synonymous with celebration.
Ankit Gulechha, Director at Kushal’s Fashion Jewellery, stated, “Our mission is to create jewellery that resonates with individual styles while elevating special moments. With this campaign, we aim to strengthen our connection with customers, showcasing how our jewellery is perfect for every milestone in life.”
Kushal’s is known for its extensive range of jewellery collections, including Zircon, Kundan, Temple, and 92.5 silver designs. These pieces range from elegant necklaces to stunning earrings, bangles, pendants, and rings, catering to diverse tastes and preferences. Whether it’s a grand wedding or daily wear, Kushal’s offers something for everyone.
With over 90 stores spread across 30+ cities in India, Kushal’s has established itself as a key player in the organized fashion jewellery market. The brand also provides a seamless shopping experience through its website and mobile app, making its collections accessible to a broader audience.
The chain reaction campaign was launched on November 9, backed by an extensive media strategy. It is being promoted across digital platforms, OTT channels, cinema, television, and outdoor media, ensuring it reaches a diverse audience.
Kushal’s Fashion Jewellery’s first-ever campaign perfectly captures the joy of adorning oneself and discovering unique designs that resonate with personal style. By blending creativity, quality, and affordability, Kushal’s reinforces its identity as a go-to brand for jewellery lovers across India