The Influence of Celebrity Endorsements on Jewellery Sales in India

Discover how celebrity endorsements have transformed the jewellery market in India. This page highlights leading brands that use star power to connect with customers, boost visibility, and enhance trust. From Kalyan Jewellers to Tanishq, see how these brands are making waves by featuring popular faces in their campaigns.

In India, nearly half of all advertisements feature celebrities, compared to about 20% in the U.S. This shows how much Indian consumers are influenced by their favourite stars when choosing products, including jewellery. The jewellery retail sector in India has seen significant growth, surging to $80 billion in the 2023-24 financial year from $50 billion six years prior. This growth is driven by rising disposable incomes, an increasing preference for daily-wear jewelry, and enhanced trust through mandatory hallmarking.

Celebrity endorsements have a big impact on this market. When famous personalities wear or promote certain jewellery brands, it influences fans to follow suit. For example, in 2024, 22% of all TV commercials for jewellery featured celebrities like Alia Bhatt and Katrina Kaif. These statistics highlight the significant role of celebrity endorsements in influencing consumer behaviour and driving sales in India's jewellery market.

As consumer preferences evolve, brands must balance honouring traditions with embracing modern trends to remain appealing.

Top Celebrity-Endorsed Jewellery Campaigns

These campaigns not only showcase stunning pieces but also tell stories that capture the essence of the brand. Here are five notable jewellery ads featuring well-known celebrities that highlight the magic of celebrity marketing.

Kalyan Jewellers – Lila Collection with Amitabh Bachchan

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Kalyan Jewellers introduced the Lila Collection with the help of the legendary Amitabh Bachchan. In this campaign, Amitabh’s calm and dignified presence adds charm and trust to the new range. The ad shows playful yet graceful scenes where the beauty of the jewellery is highlighted. Amitabh’s involvement reassures customers that the designs are both classy and reliable.

Tanishq Jewellery – Gulnaaz Ad

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Tanishq’s Gulnaaz campaign stands out for its artistic simplicity and strong visual appeal. Even though it features a major film star, Deepika Padukone, the ad captures attention with its elegant design and simplicity. Published in a leading newspaper, the print ad shows off the fine craftsmanship and timeless beauty of Tanishq’s jewellery. The careful use of light, colour, and detail in the design makes the jewellery look both modern and classic, connecting with those who value quality and tradition.

Joyalukkas – Reunion Party Ad with Kajol and Amruta Subhash

Joyalukkas created a heartwarming ad that celebrates friendship through jewellery. In this commercial, the well-known actress Kajol and her friend Amruta Subhash star in a reunion party setting. The story is simple: Kajol gives a special piece of jewellery to Amruta, symbolising a cherished bond that has lasted over the years. This touching narrative, filled with smiles and nostalgic moments, shows that jewellery can serve as a lasting reminder of friendship. The presence of Kajol and Amruta makes the ad both emotional and engaging, drawing in viewers with its sincere message.

Kalyan Jewellers – Muhurat Digital Campaign with Wamiqa Gabbi

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During the festive wedding season, Kalyan Jewellers launched a digital ad featuring Wamiqa Gabbi as a joyful bride. The campaign celebrates wedding traditions by showing Wamiqa in fun, lively moments with her friends. Every piece of jewellery in the ad shines with intricate detail, making it clear how special these designs are for a big day like a wedding. Wamiqa’s friendly smile and festive look make the ad relatable to many who dream of celebrating their own special moments with beautiful jewellery.

P.C. Chandra Jewellers – Wedding TVC with Sayyesha

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P.C. Chandra Jewellers launched a unique wedding ad featuring Sayyesha, who has been the brand’s face for several years. This campaign tells an unusual yet touching wedding story set in an office environment, where everyday work life turns into a festive celebration. The ad speaks to modern, working women who find strength and support in unexpected places. Sayyesha’s role underlines the idea of empowerment and independence. As her office transforms into a wedding venue, the ad reminds us that jewellery is not only about style—it is also a celebration of one’s personal journey and the relationships that make life special.

Partner with Top Celebrities and Influencers Through Our Platform

Our platform helps jewellery brands find the perfect celebrities and influencers who can light up your campaign. With the right partner, your jewellery can shine even brighter. Let’s work together to create simple, heartfelt ads that show the true beauty of every piece, making them a joy to wear and cherish.

Why Celebrity Endorsements Matter

When a famous person wears a piece of jewellery, it instantly catches our eye. We see our favourite actor or actress sporting a beautiful necklace or bracelet, and it makes us think, “Wow, that looks amazing!” This kind of attention is very powerful because people trust that if a celebrity chooses a product, it must be of good quality. When we see well-known stars endorsing a jewellery brand, it gives the brand a friendly and trustworthy face. In simple words, celebrities help make the brand popular, and their association makes the jewellery seem extra special.

1. Increased Visibility

Imagine watching TV and seeing a famous star like Kriti Sanon or Katrina Kaif in a jewellery ad. In 2024, around 22% of all TV commercials in the jewellery sector showed famous people. That means a lot of people across the country see these ads every day. Because of this, the brand becomes very well-known, and many more people learn about its beautiful designs. This kind of exposure is like shouting out loud about the jewellery, and it helps the brand reach a much larger audience than it would on its own.

2. Trust and Credibility

When you see a popular celebrity wearing a piece of jewellery, it makes you feel that the product must be really good. For many people, if a star chooses to wear something, it means that the item is high-quality and will last a long time. This builds a lot of trust, and fans feel that the product is a wise choice for special occasions. Think about how you might trust your favourite sports star’s opinion on which shoes are best. In the same way, when a celebrity picks a jewellery piece, it assures you that it is a valuable and trustworthy item.

3. Wider Reach

Celebrities have millions of followers not just on TV but also on social media. When a famous person posts a picture with a jewellery item on Instagram or Facebook, it spreads quickly. Their large number of fans all see it, and soon many people start talking about the brand. This wide reach means that even if someone lives in a small town, they might see the ad online and become interested in the jewellery. A single post can travel far and wide, making the brand famous in many different places.

The Impact on Sales

Celebrity endorsements can really boost the number of items sold. When we see our favourite stars wearing jewellery, it makes us want to buy the same or similar pieces. This is especially true during special times like festivals, when people are more excited to shop and celebrate.

1. Festive Season Boost

During festivals and celebrations, people like to treat themselves and their loved ones. When a celebrity is seen promoting jewellery during these festive times, it sends a strong message to everyone that now is the perfect time to buy. For instance, during a recent festive season, sales of jewellery jumped by 137%. This huge increase shows that when a trusted face is connected with a product, many more people feel inspired to make a purchase.

2. Consumer Confidence

When a well-known celebrity endorses a jewellery item, customers feel much more confident about their purchase. They believe that if a star they admire has chosen the product, it must be a good investment. This feeling of confidence makes people more likely to buy the jewellery, even if it costs a little more than usual. It is like getting advice from a friend you trust—if they tell you something is really good, you are more likely to try it yourself.

3. Strong Purchase Intent

Sometimes, people see jewellery ads and think, “I never really thought about buying that before.” But when they see their favourite celebrity wearing it, it sparks a new interest. This sudden desire to buy, or strong purchase intent, is very important for jewellery brands because it leads directly to more sales. When more people decide to buy, the brand earns higher revenue, which helps it grow even bigger.

Advertising Trends in the Jewellery Industry

Jewellery brands use a mix of different media to show off their designs. In 2024, they used many channels—each playing a special role in catching the eye of potential buyers. Let’s look at how print, television, and digital media all come together to promote jewellery.

1. Print Media Dominance

Print media, like newspapers and magazines, is still a very popular way to advertise in India. In 2024, print ads made up about 73% of all the money spent on jewellery advertising. Many people still enjoy reading printed materials, and these ads help reach those who trust and like information in print. This type of advertising is especially effective in areas where people prefer traditional media. With eye-catching images and clear messages, print ads let readers see the beauty and quality of the jewellery up close.

2. Television Advertising

Television remains a strong medium for promoting jewellery. General Entertainment Channels (GECs) were the main destination for these ads, with 45% of the TV ad spending going to them. Additionally, 41% of the TV budget was used for prime-time slots—these are the hours when most families are watching TV together. This timing is perfect because it makes sure that a large number of viewers see the ads. The combination of visual appeal and the emotional connection that TV can build helps make these ads very effective.

3. Digital Media Growth

The world of digital advertising is growing very quickly. Today, most young people spend a lot of time online, and jewellery brands are using this to their advantage. About 87% of digital advertising for jewellery comes from display ads, which include banners on websites and social media. Digital ads are interactive—they allow people to click, like, comment, and share, which helps spread the word even further. This online presence is crucial for reaching a younger audience who may not watch as much TV or read print media.

Regional Advertising Insights

India is a diverse country, and different regions have their own unique styles and preferences when it comes to jewellery. This means that advertising strategies can change from one part of the country to another.

1. South Zone Leadership

In 2024, the South Zone led the way when it came to spending on print advertising for jewellery. In this region, 36% of the total print ad spend was used. This high percentage shows that there is a strong and active market for jewellery in South India. People in this region often have a deep love for traditional designs and local styles, and they respond well to advertisements that speak directly to their culture and tastes.

2. Regional Retail Market

The heavy spending on advertising in certain regions, like the South, indicates that there is a very busy market. In these areas, there are many jewellery shops and a vibrant culture of buying jewellery, especially during festivals and special occasions. Local traditions often play a big role in the way people shop, and advertisers tailor their messages to reflect these customs. This focused approach helps build a strong connection between the brand and local customers, encouraging them to make more purchases.

3. Local Consumer Trends

Every region in India has its own tastes and customs. For example, in South India, people often prefer designs that are traditional and rooted in local culture. Advertisers know this, so they create ads that highlight these styles. By using local languages, familiar symbols, and traditional patterns, brands can communicate more clearly with their audience. This method not only makes the ads more relatable but also helps build a deeper, long-lasting bond between the brand and its customers.

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