- The Brides of India 2021 campaign captures the excitement around the grand entry of bride.
wedding anthemvideo has been directed by Kookie Gulati, director of Bollywood movie The Big Bull.
The Brides of India 2021 wedding anthem has been conceptualised by the creative agency
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.
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.