Mumbai: Kushal's, a fashion and silver jewellery brand, unveils its Varamahalakshmi Vratam campaign under the theme celebrate The Goddess In You. This campaign aims to honour the strength, beauty, and grace inherent in every woman, invoking a sense of prosperity.
The centrepiece of this campaign is a 60-second digital 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 symbolises the flow of wealth and luck, depicting the divine essence of Goddess Lakshmi entering the everyday life of a woman. These visual 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 exquisite array of curated Temple jewellery, meticulously crafted in antique finish and in 92.5 Silver. The brand has launched a carefully curated collection of over 200 designs, including stunning chokers, short necklaces, long haar, statement pieces with medallions, and layered chains.
“The film will be amplified through a digital campaign across platforms, including Facebook, YouTube, Google, and more,” said Kushal’s director of marketing Ankit Gulecha. “We are well poised to see a 40 per cent 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 the South perfectly captures the essence of the modern Indian woman, embodying the spirit of Goddess Lakshmi.”
Currently, 20 per cent 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 impactful 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 Successful 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 gorgeous 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.
