Gitanjali Jewels has launched a TVC ahead of the festive period commencing August, featuring a real life celebrity couple. Playing themselves in the film are Bollywood actor-producer Lara Dutta and her husband, tennis player Mahesh Bhupathi. The film has been conceptualised by Madvice, with independent creative consultant Harshad Sharma.
The narrative unfolds in Dutta’s voice. She recalls in poetic verse how each of her dreams came true, including the time Bhupathi proposed to her on a tennis court. At each stage, a piece of jewellery adds sparkle to the romance, be it at a private dinner or on the red carpet. The brand signs off with the message, ‘Roz, ek nayi prem kahani ke liye – Gitanjali’ (For a new love story each day – Gitanjali).
Saurav Bhattacharya, group president, Gitanjali, said, “The new Gitanjali Jewels campaign is about romancing the moments that make a great love story, and the pivotal role that jewellery plays in making them special. Lara and Mahesh with their fairytale romance and great success made the perfect choice. The story is about Lara reminiscing on her anniversary, and reliving the fabulous moments of her love story with Mahesh. When he proposed or when they got married become part of the story, and needless to add that these moments are incomplete without jewellery. Beautiful exquisite jewellery makes these moments special and unforgettable. Gitanjali Jewels is showcasing this simple sentiment through its new advertisement to connect with the consumer.”
Madan Mohan, from Madvice Consultancy, added, “Can you think of an engagement without a ring? Do you think the girl will be happy with flowers at her wedding? The simple answer is ‘No’. Special moments of love become memorable with only with exquisite jewellery. We want to take this emotional connection and build strong bonds for the brand with the consumer. In the essence love is enhanced by Gitanjali."