Shuddhi Jewels, a joint venture between Gitanjali Group, the world’s largest integrated branded jewellery manufacturer-retailer, and MMTC Ltd, a Government of India enterprise, today announced the launch of ‘Sampoorna Vishwas’ campaign with Ameesha Patel as its brand ambassador. With the new campaign, the brand reinstates the assurance of purity and quality offered to its consumers through its products.
In the TVC, Ameesha Patel, dressed beautifully as a newly married woman adorned in a glittering gold choker set from the wedding collection, lets go of her fear and embraces purity and trust to give a beautiful start to her relationship. The campaign, conceptualized by JWT, has warm tones and earthy feel and is set against a traditional backdrop. While the print campaign has been shot by Vishesh Verma, the TV campaign has been shot by director Atul Manjrekar. The campaign, running amongst leading Indian publications and leading TV channels, is just one of many initiatives in a multi-pronged consumer campaign that Gitanjali Group – MMTC Ltd. will roll out this year for Shuddhi Jewels.
Commenting on her association with Shuddhi Jewels, brand ambassador Ameesha Patel stated, “The name Shuddhi itself signifies purity and inspires trust! Each piece of jewellery available at Shuddhi Jewels assures purity and quality that is unsurpassed. The collection of gold and diamond jewellery at Shuddhi Jewels, whether traditional or contemporary, will enhance the beauty of any woman.”
Shardah Uniyal, VP, Marketing, Gitanjali Group said, “Shuddhi, as the name goes, means pure. The new Shuddhi campaign, shot with Ameesha Patel as the lead lady, is a story depicting day today instances in the life of a newly-wed couple. The TVC conveys that relationships should start on the fundamentals of trust and purity, which is Shuddhi Jewels’ brand proposition as well. Ameesha was a natural fit for the brand for her natural beauty, versatility, intelligence and of course her love for quality jewellery.”
Shuddhi Jewels offer stunning contemporary creations and traditional ornaments in pure gold, as well as sleek and stylish diamond jewellery pieces that make striking fashion statements. It caters to women who prefer the traditional heavy gold jewellery, as well as the more modern women who prefer minimalistic and elegant diamond jewellery. Each piece of jewellery at Shuddhi Jewels is BIS hallmarked and all the diamond pieces are international laboratory certified providing customers, ‘Sampoorn Vishwas’ – a seal of trust.