MAM
Reliance Jewels launches ‘Shubh Akshaya Tritiya, Smart Akshaya Tritiya’ campaign
Gajraj Rao and Pratibha Ranta star in new father-daughter story promoting gold as a smart investment.
MUMBAI: Reliance Jewels has found the perfect way to make gold buying feel both traditional and timely by letting a father and daughter have a heart-to-heart about turning sentiment into smart sense. Network Advertising has conceptualised and executed a fresh campaign for Reliance Jewels ahead of Akshaya Tritiya, featuring actors Gajraj Rao and Pratibha Ranta from the acclaimed film Laapataa Ladies. The campaign cleverly captures a subtle but significant shift in how today’s consumers approach gold purchases.
At its core is the idea of ‘Shubh Akshaya Tritiya, Smart Akshaya Tritiya’, which repositions gold jewellery as not just an auspicious buy, but also a thoughtful, wearable investment especially relevant amid fluctuating gold prices.
The light-hearted yet emotionally resonant film shows a father-daughter conversation that balances cultural tradition with modern financial sensibility. It reflects how younger buyers are viewing gold through a dual lens: one of sentiment and the other of tangible value.
Network Advertising chief creative officer Shayondeep Pal said the team aimed for a classic slice-of-life tone, “Scripting was key to strike a balance between everyday conversation and brand speak. With Gajraj Rao and the charming Pratibha Ranta, we knew they would pull it off with believable ease.”
Network Advertising executive vice president for digital Rohan Nair added, “Akshaya Tritiya has always been about tradition and belief. What’s changing is how that belief is expressed. Today, it’s less about following a ritual blindly and more about making a considered choice.”
The campaign is being amplified across TV, print, OOH, digital, and social platforms, targeting younger audiences while retaining strong appeal for traditional consumers.
In a market where gold carries both emotional weight and investment potential, Reliance Jewels has struck a fine balance reminding buyers that this Akshaya Tritiya, they can celebrate tradition and make a smart move at the same time. The campaign proves that sometimes the most powerful stories are the ones that feel like a warm family chat.
