Shuddhi Jewels, a joint venture between the Gitanjali Group and India's Minerals and Metals Trading Corporation (MMTC), kicked off the Sampoorna Vishwas campaign with actress Ameesha Patel as its brand ambassador. The campaign was conceived by JWT and incorporates a traditional feel for both the print display and television advertising spots.
Patel was featured at the campaign launch dressed as a newlywed who was adorned with a gold necklace from the wedding collection. ''The name Shuddhi itself signifies purity and inspires trust. Each piece of jewelry available at Shuddhi Jewels assures purity and quality that is unsurpassed. The collection of gold and diamond jewelry at Shuddhi Jewels, whether traditional or contemporary, will enhance the beauty of any woman,'' Patel said.
Shardah Uniyal, the vice president of marketing for Gitanjali Group, added, “Shuddhi, as the name goes, means pure. The new Shuddhi campaign, shot with Ameesha Patel as the leading lady, is a story depicting day to day instances in the life of a newlywed couple. The TV conveys that relationships should start on the fundamentals of trust and purity, which is Shuddhi Jewels’ brand proposition as well. Ameesha was a natural fit for the brand for her natural beauty, versatility, intelligence and of course her love for quality jewelry.”
Shuddhi Jewels creates contemporary creations and traditional ornaments in pure gold, along with diamond and fashion jewelry. The company caters to women who prefer traditional, heavy gold jewelry.
