Instead of following the traditional jewellery advertising playbook, Palmonas unveiled the collection through a sharp, self-aware pop-culture campaign starring Shraddha Kapoor, actor, co-founder and face of the brand, alongside Amrita Rao, fondly remembered as Poonam from Vivah. The film playfully contrasts Shraddha’s modern, urban energy with Amrita’s nostalgic grace, using humour and cultural references to spark instant recall including the iconic line, “Jal lijiye.”
It was meta-marketing at its finest, a brand poking fun at itself while proving its relevance to everyone. This is how Palmonas builds trust, by being relatable without losing respect, by speaking pop culture fluently while staying rooted in craft.
Every creative detail, the “except one” contract shot, the ‘Jallijiye’ discount code, the witty banter, adds layers of intelligence that reward the audience for paying attention. That’s not an ad you scroll past. That’s an ad you decode.
The campaign subtly reflects changing consumer preferences in a market where rising gold prices have made traditional jewellery increasingly occasion-led. By putting 9KT gold at the centre of a mainstream conversation, the brand is redefining ownership, turning gold from a once-in-a-while investment into an everyday expression of style.
Commenting on the launch, Palmonas reiterates its commitment to democratising fine jewellery by bridging aspiration with accessibility, without compromising on craftsmanship or meaning. The 9KT Gold Mangalsutra collection reflects this philosophy, offering designs that are modern yet rooted in tradition.
With this campaign, the brand has proven why it continues to lead India’s demi-fine jewellery movement, building the bridge between aspiration and access, and redefining what luxury looks like in the modern Indian context.
