The centerpiece of this campaign is a 60-seconds film that opens with the protagonist emerging from a watery abode. Water is often associated with abundance and prosperity.
The protagonist then enters the home which symbolizes the flow of wealth and luck, depicting the divine essence of Goddess Lakshmi entering the everyday life of a woman.
These metaphors suggest that qualities such as prosperity, grace, and strength are inherent in every woman, and she brings these attributes into her home and daily existence. Emerging from water also represents rising above challenges and embracing one’s inner power, while entering the house signifies grounding this power in her life.
Throughout the video, the protagonist is adorned in Kushal’s Varamahalakshmi Vratam collection, which features an array of curated Temple jewellery, crafted in antique finish and 92.5 Silver. The brand has launched a collection of over 200 designs, including stunning chokers, short necklaces, long haar, statement pieces with medallions, and layered chains.
Ankit Gulecha, Director of Marketing at Kushal’s, said, “The film will be amplified through a digital campaign across platforms, including Facebook, YouTube, Google, and more. We are well poised to see a 40% growth over last year this Varamahalakshmi, a festival celebrated with much fanfare in South India. Our collection this year which is available across our brand stores in South perfectly captures the essence of the modern Indian woman, embodying the spirit of Goddess Lakshmi.”
Currently, 20% of Kushal’s business comes from online sales. With an already robust offline presence in metros like Bangalore, Hyderabad, Chennai, and Pune the brand is now working on enhancing its online presence hence is investing in creating digital campaigns.
The festive season brings heightened online activity, with people actively seeking fashion and silver jewellery to pair with their outfits and as gifts and special purchases.
Digital campaigns like Varamahalakshmi Vratam Campaign are tailored for such occasions capturing increased attention, and driving more traffic to the brand’s website and social media channels.
Across Asia-Pacific the Indian fashion jewellery market is expected to grow at the fastest CAGR from 2023 to 2032 festive campaigns will attract new customers who will continue to engage with the brand beyond the festive season, leading to sustained growth in the brand’s online presence and revenue.
Kushal’s Varamahalakshmi Vratam Collection can be purchased from Kushal’s app and brand website at www.kushals.com Kushal’s, which has over 90 stores across 30 cities, offers the Varamahalakshmi Collection in stores located throughout South India, including Bangalore, Chennai, Hyderabad, Mysore, and many more.
