Malabar Gold & Diamonds Unveils #MakeWayForTheBridesOfIndia Wedding Anthem to Kick Off Brides of India 2021
The
Brides of India 2021 campaign captures the excitement around the grand entry of
bride
The
wedding anthem video has been directed by Kookie Gulati, director of Bollywood
movie The Big Bull
Malabar Gold &
Diamonds, one of the largest gold and diamond retail chains in the world, has kicked off the 9th edition
of its Brides of India campaign with a special wedding theme song titled #MakeWayForTheBride which
depicts the grand entry of brides, the hallmark of modern-day Indian weddings. The
wedding anthem, released in an aesthetically shot 3-minute video that has
already garnered two million
views on social media platforms within the first fourty eight hours, features celebrity
brand ambassadors of Malabar Gold & Diamonds, Anil Kapoor and Kareena
Kapoor along with brides from diverse regions of the country.
The
Brides of India 2021 wedding anthem has been conceptualised by the creative
agency Dentsu India and developed by some of the highly gifted and supremely
talented professionals from the world of celluloid. Directed by Kookie Gulati,
who has also directed movies such as the Abhishek Bachchan-starrer The Big
Bull, the anthem also boasts of Amit Roy, who was Director of Photography (DoP) for
Love Aaj Kal as DoP, Piku-fame Anupam Roy as music composer and Vicky Donor
fame writer Juhi Chaturvedi as lyricist.
The
shorter versions of the wedding anthem will be played on television channels
and OTT platforms as an advertisement. The full version of wedding anthem will
be aired on select TV channels and streamed on digital platforms. The campaign
will exclusively be streamed on digital platforms in the first week and will be
aired on television and occupy print media space afterwards.
The wedding anthem theme song video shows brides from
various states such as Kerala, Karnataka, Tamil Nadu, Andhra Pradesh &
Telangana, Punjab, Maharashtra, Bengal, etc., entering the wedding arena in the
grandest possible manner, thus breaking the stereotypes and conventional
practices. This way, the new-age bride hopes to inspire other brides-to-be to
express their true self at their wedding, too.
Malabar
Group Chairman MP Ahammed said, "The Brides of India Campaign is our
tribute to the new-age brides and their awe-inspiring individuality. Over the
last ten years, Brides of India has played a pivotal role in showcasing our
versatility in catering to all bridal jewellery needs from all around the
country. The theme of Brides of India 2021 encourages all to make
way for the bride. Because this is her moment, it’s her big day, and she’s here
to own it! She’s here to shine and make sure the world knows it. With the
launch of Brides
of India 2021 campaign, we celebrate the brides who choose to make the big
day all about her. With designs that cater to varied sensibilities of new-age
brides across regions, there is something unique for every bride to complement
her unique entry."
The
campaign features 13 brides from various parts of the country in two
distinctive looks. These 26 unique looks include the Bejewelled bride featuring
polki jewellery, the Statement bride and the Shimmering bride featuring diamond
jewellery, the Contemporary reception bride featuring handcrafted jewellery,
the Classic Gold bride, the Kerala bride, the Karnataka bride, the Telugu
bride, the Tamil bride, the Uttar Pradesh and Bihar bride, the Punjabi bride,
the Bengali bride, the Odia bride, the Marathi bride and the Gujarati bride.
All these looks are captured in an exquisite range of bridal jewellery shot by
ace photographer Avinash Gowarikar. The campaign also features all the major
jewellery sub brands of the Malabar Gold & Diamonds including Mine, Era, Precia,
Divine, Ethnix and Polki collection. As a part of the campaign, the jeweller
will also showcase an especially curated range of bridal jewellery catering to
the new-age brides at its showrooms. The curation of jewellery has been done
with great care by keeping local community tastes and preferences in mind after
an in-depth research.,
Along
with the wedding anthem, the Brides of India 2021 campaign will involve a
360-degree marketing overdrive which includes print ads, hoardings, popular
social media feeds like reels, bridal look-books, catalogues, product shots and
videos and a dedicated microsite as part of the brand website. The on-ground
activation of the campaign includes in-store launch events, specially designed
visual merchandising elements such as bridal swings and grand entrance arches.
With
the launch of Brides of India campaign, Malabar Gold & Diamonds has
strengthened its position as a wedding jeweller of repute. Each year the
campaign highlights the jeweller’s bridal jewellery offerings and brings to the
fore its design leadership in the bridal jewellery category. To strengthen this
edition of Brides of India, the brand has also announced a Wedding Advance
Purchase scheme wherein gold rate protection is offered to customers by paying as
little as 10% advance of the total purchase amount.
Malabar
Gold & Diamonds is always committed to maintaining transparency
of the highest level in business practices. Keeping with that vision, the group
has launched the ‘One India One Gold Rate’ scheme which offers gold jewellery
at a uniform gold rate across the country.
Moreover,
Malabar Gold & Diamonds offers 10 promises
to its customers. The commitments include transparent price tag
indicating the exact manufacturing cost, stone weight, net weight
and stone charge of the jewellery, assured lifetime maintenance for
the jewellery, 100 per cent value for gold when reselling old gold jewellery
and zero deduction on exchange, 100 per cent BIS hallmarking certifying
the purity of gold, IGI and GIA certified diamonds ensuring 28-point quality
check of global standards, buyback guarantee and responsible sourcing
and fair labour practices.
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