What is the current valuation of the Indian jewellery market?

The Indian jewellery market is valued at around $80 billion in the 2023-24 financial year.

How have Bollywood celebrities influenced jewellery brand promotions?

Bollywood celebrities have transformed jewellery into symbols of cultural heritage and personal milestones, enhancing brand appeal.

What percentage of total ad spend on General Entertainment Channels is accounted for by jewellery advertisements?

Jewellery advertisements account for 45% of total ad spend on General Entertainment Channels.

Which Bollywood stars helped Kalyan Jewellers secure a significant portion of TV ad expenditure?

Stars like Janhvi Kapoor and Alia Bhatt helped Kalyan Jewellers secure 20% of TV ad expenditure.

What was a major advertising method used by jewellery brands in the late 20th century?

Print advertisements in magazines and newspapers, along with television commercials, were major methods used by jewellery brands.

How have digital platforms changed jewellery marketing?

Digital platforms like Instagram and Facebook allow celebrities to endorse jewellery through interactive and curated content.

What is the significance of celebrities wearing branded jewellery at public events?

Their appearances create buzz and influence consumer purchasing decisions by showcasing jewellery in a natural setting.

What challenges has the Indian jewellery sector faced?

The sector has faced challenges such as regulatory changes and economic disruptions like demonetization.

What role do celebrity endorsements play in building brand trust?

Celebrity endorsements enhance a brand's credibility, as 71% of consumers trust advertising from influencers.

Which Bollywood star represents Tanishq and what image does she convey?

Deepika Padukone represents Tanishq, conveying a modern reinterpretation of tradition.

The Role of Bollywood Celebrities in Promoting Indian Jewellery Brands

History of Celebrity Endorsements in the Jewellery Sector

Early Days: Print Media and Television

In the late 20th century, jewellery brands in India began to build their identities using traditional media. Print advertisements in magazines and newspapers, along with television commercials, featured Bollywood stars who were already household names. These early endorsements leveraged the immense popularity of cinema icons to build brand recognition and trust. The visuals of beloved stars adorned in elegant jewellery made the pieces appear both aspirational and attainable, paving the way for a long-term relationship between celebrity culture and jewellery marketing.

The print advertisement features the popular actress Kajol promoting Joyalukkas, a well-known jewellery brand. This ad was published in newspapers throughout India, showcasing Kajol's charm and elegance to attract potential customers. By using a familiar face like hers, Joyalukkas aims to connect with readers and highlight the beauty of their jewellery collection.

Similarly, the following advertisement showcases actress Nayanthara promoting Tanishq, a renowned jewellery brand. In this TV commercial, Nayanthara celebrates the beauty of gold and the rich traditions associated with it. By featuring a popular star like her, Tanishq aims to resonate with viewers and emphasize the importance of gold in cultural celebrations and personal milestones.

Rise of Billboards and City Hoardings

As urbanization accelerated, the advertising landscape transformed. Large billboards and city hoardings started appearing across major metropolitan areas, showcasing celebrities in stunning, elaborate jewellery designs. These massive displays were strategically placed in high-traffic areas to capture the attention of city dwellers. The presence of a famous face on a giant billboard did more than just advertise a product—it reinforced the brand’s image and cemented its position as a symbol of luxury and style in the minds of consumers.

For example, the billboard prominently displays actress Kareena Kapoor, who is the face of Malabar Gold & Diamonds. With her striking image, the billboard aims to catch the attention of passersby and promote the brand's exquisite jewellery. By featuring a well-known celebrity like Kareena, Malabar Gold & Diamonds seeks to create a strong connection with potential customers and highlight the elegance of their jewellery collection.

Transition to Digital: Social Media and Online Campaigns

The digital revolution has drastically reshaped how jewellery brands promote themselves today. Social media platforms like Instagram, Facebook, and YouTube have become essential tools for reaching modern consumers. Celebrities now endorse jewellery through carefully curated posts, behind-the-scenes videos, and live sessions that allow them to connect directly with their fans. Digital campaigns are often interactive, inviting consumers to participate in contests or share their own stories, thereby deepening the emotional connection between the brand and its audience.

This Instagram reel features actress Anushka Sharma promoting Giva, a jewellery brand. Through engaging visuals and her charm, the reel aims to attract viewers’ attention on social media. By using a popular figure like Anushka, Giva hopes to reach a wider audience and showcase their stylish jewellery in a fun and modern way, encouraging people to explore their collection.

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A post shared by GIVA - Silver-Gold-Lab Grown Diamonds (@giva.co)

Celebrities in Real Life: Weddings, Functions, and Public Appearances

Celebrity endorsements have also evolved beyond traditional advertisements. Today, it’s common to see Bollywood stars wearing branded jewellery at weddings, film functions, and even at other celebrities’ weddings and events. These real-life appearances serve as powerful endorsements because they show the jewellery in a natural setting, worn during moments that are significant both personally and culturally. When a well-known celebrity is seen sporting a particular jewellery piece at a high-profile event, it creates a buzz that resonates with fans and influences their purchasing decisions.

Shibani Dandekar and Farhan Akhtar recently captured public attention with their post-wedding appearance. Shibani looked stunning in a beautiful heirloom necklace set from Birdhichand Ghanshyamdas jewellers. This classic piece not only highlighted her elegance but also showcased the rich craftsmanship of the jewellers. Many fans admired her look, making it a memorable moment for both the couple and the brand.

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A post shared by Birdhichand Ghanshyamdas (@birdhichand)

Challenges and Resilience in the Industry

The jewellery sector in India has not been without its challenges. Regulatory changes—such as the introduction of a 1% excise duty on jewellery manufacturing and the requirement of a PAN card for gold purchases above ₹2 lakh in 2016—combined with economic disruptions like demonetization, resulted in a significant drop in demand. For instance, gold jewellery demand fell by 24% from FY 2015 to FY 2016. Despite these setbacks, the industry has shown remarkable resilience. Celebrity endorsements have played a crucial role in reviving consumer interest and confidence, helping brands navigate through difficult times by continuously connecting with their audience on both traditional and digital fronts.

Overall, the journey of celebrity endorsements in the Indian jewellery sector highlights a dynamic evolution—from the classic appeal of print and television to the modern engagement of digital platforms and real-life appearances. This evolution not only reflects changing media landscapes and consumer behaviors but also reinforces the enduring influence of Bollywood stars in shaping trends and driving sales in one of India's most cherished industries.

Gold Fever and Festive Trends: How It Affects Consumer Purchasing Decisions

In India, gold holds a revered position, symbolizing wealth, prosperity, and auspiciousness. Festivals such as Diwali, Dhanteras, and Akshaya Tritiya are traditionally associated with purchasing gold jewellery, as it is believed to bring good fortune. During these periods, consumers are more inclined to invest in jewellery, leading to a surge in sales.

Bollywood celebrities, often seen participating in festive campaigns, amplify this trend. Their association with jewellery brands during these times not only enhances the brand's appeal but also aligns it with cultural sentiments, encouraging consumers to emulate their favorite stars by purchasing similar pieces.

What Role Do Celebrity Endorsements Play in Creating an Impact in the Indian Jewellery Sector?

Celebrity endorsements significantly influence the Indian jewellery market in several ways:

Building Trust and Credibility: According to Nielsen's 2021 Trust in Advertising study, 71% of consumers trust advertising, opinions, and product placements from influencers. This suggests that collaborations with well-known figures can enhance a brand's credibility among potential buyers.
Brand Recall: Research indicates that advertisements featuring celebrities can improve brand recall. A study found that 86% of respondents remember ads with celebrities, though only 3% feel that the celebrity influences their purchasing decision. This highlights that while celebrities make brands more memorable, other factors drive the final purchase.
Shaping Consumer Preferences: Younger audiences, particularly Generation Z (ages 15-20) and Millennials (ages 21-34), resonate more with high-energy, aspirational themes, and celebrity endorsements. This indicates that celebrity-endorsed jewellery can set trends that younger consumers aspire to follow.
Expanding Reach: The Indian celebrity endorsement market is substantial, with jewellery brands being key contributors. Collaborations with celebrities allow these brands to appeal to diverse demographics, including both urban luxury buyers and aspirational rural consumers.

However, while celebrity endorsements increase visibility and recall, they may not always directly drive purchasing decisions. The same study revealing high ad recall also indicates that only a small percentage of consumers feel that celebrities significantly influence their buying choices.

This suggests that while celebrities help in building brand awareness, factors such as product quality, design, and pricing play more pivotal roles in influencing actual sales.

Top 5 Examples of Indian Celebrity Endorsements for Jewellery Brands

1. Amitabh Bachchan for Kalyan Jewellers

Amitabh Bachchan, along with his wife Jaya Bachchan, has been a cornerstone in Kalyan Jewellers' campaigns. His longstanding reputation in the film industry and his dignified presence have been used to emphasize the brand’s commitment to trust, tradition, and quality. His appearances in the advertisements have always reflected the deep-rooted values of Indian heritage, making the jewellery feel like an integral part of cultural celebrations.

The association has made a tangible impact on how consumers view the brand. Fans of Amitabh Bachchan often see Kalyan Jewellers as a symbol of reliability and prestige. His timeless appeal bridges the gap between generations, reassuring buyers that when they invest in Kalyan’s products, they are not only purchasing fine jewellery but also a legacy of authenticity and cultural significance.

2. Deepika Padukone for Tanishq

Deepika Padukone’s association with Tanishq represents a modern reinterpretation of tradition. Her elegance and contemporary style resonate with a younger demographic, while the brand’s designs maintain a link to India’s rich cultural past. Tanishq campaigns featuring Deepika often showcase jewellery pieces that blend intricate traditional craftsmanship with sleek, modern aesthetics.

Her involvement in these campaigns has helped the brand connect more deeply with consumers who seek both style and substance. Deepika’s image encourages customers to view Tanishq as a brand that offers jewellery not just for special occasions but also as part of everyday fashion. This fusion of modern appeal with traditional elegance makes the brand accessible to a broader audience, particularly among urban youth and trend-conscious buyers.

3. Aishwarya Rai Bachchan for Nakshatra

Aishwarya Rai Bachchan’s role as the face of Nakshatra is synonymous with timeless beauty and luxury. As a former Miss World with global recognition, her endorsement reinforces Nakshatra’s image of celestial elegance. The campaigns highlight how Nakshatra diamonds capture a unique, ethereal quality, echoing Aishwarya’s own refined and graceful persona.

Her presence in the campaigns goes beyond mere promotion; it establishes a narrative of opulence and everlasting charm. Consumers associate the brilliance of Nakshatra’s jewellery with Aishwarya’s captivating aura, which translates into a strong perception of quality and exclusivity. This connection reassures buyers that each piece of jewellery is not only beautifully designed but also a worthy investment in timeless luxury.

4. Kareena Kapoor for Malabar Gold & Diamonds

Kareena Kapoor’s association with Malabar Gold & Diamonds brings a dynamic and modern edge to the brand. Known for her striking looks and confident style, Kareena's campaigns are crafted to showcase a wide range of exquisite jewellery designs that appeal to contemporary tastes. Her image is used to highlight both the aesthetic beauty and the fine craftsmanship of the pieces.

Her role extends to creating a relatable and aspirational connection with consumers. Whether seen at high-profile events or through digital campaigns, Kareena’s endorsements have helped the brand reach a diverse audience. Her vibrant presence encourages buyers to view jewellery not just as an accessory for festive occasions but as a style statement for everyday life, thereby broadening the brand’s appeal across different segments of the market.

5. Alia Bhatt for Tribhovandas Bhimji Zaveri (TBZ)

Alia Bhatt’s partnership with Tribhovandas Bhimji Zaveri (TBZ) injects a youthful, modern vibe into a well-established brand. Her vibrant personality and fresh look are perfectly aligned with TBZ’s efforts to appeal to a younger consumer base. The campaigns featuring Alia often emphasize innovative designs and contemporary trends, reflecting the evolving tastes of today’s jewellery buyers.

Her influence extends beyond traditional media, reaching a digitally savvy audience through social platforms and live events. Alia’s popularity among millennials and Gen Z helps TBZ connect with a new generation of buyers who value both style and quality. By merging her modern appeal with the brand’s legacy, TBZ is able to maintain its traditional roots while also appealing to the evolving fashion sensibilities of today’s market.

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