Marking the auspicious occasion of Akshaya Tritiya, Reliance Jewels has launched a stunning new festive campaign that beautifully blends faith, tradition, and artistry. Featuring celebrated actress Kajal Aggarwal, the campaign introduces a Tirupati-inspired jewellery collection that draws from the sacred heritage of the region and reflects the brand’s commitment to preserving India’s cultural essence through elegant craftsmanship.
Set in a deeply spiritual narrative, the digital campaign — rolled out on platforms like Instagram and Facebook — captures Kajal Aggarwal’s emotional bond with Lord Balaji, portraying jewellery as more than a statement piece. Each ornament is shown as a cherished token of divine blessings and life’s significant moments, resonating with viewers who value tradition as a part of their modern identity.
At the heart of this collection lies the meticulous artistry inspired by Tirupati’s rich legacy. Gold pieces featuring Srikalahasti Kalamkari patterns, dazzling diamond chokers, and temple-style designs pay tribute to the intricate detailing and timeless beauty associated with South Indian craftsmanship. Every creation is a testament to the divine influence and historical significance of the Tirupati temple town.
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Now celebrating its 10th year, Reliance Jewels’ acclaimed Jewels of India series continues to celebrate India’s diverse cultural heritage through contemporary jewellery design. With Kajal Aggarwal leading this year’s campaign, the brand strengthens its presence in South India while connecting emotionally with customers across the country.
This year’s digital-first approach reflects Reliance Jewels’ evolving engagement strategy — one that seeks to connect with today’s audience by blending traditional values with modern storytelling. As families prepare for Akshaya Tritiya, this campaign serves as a reminder that true prosperity lies not just in gold, but in the traditions and stories we carry forward with grace