The tenth iteration of Malabar Gold & Diamonds’ hugely successful Brides of India campaign was launched, and it features brides from all around the nation as well as its celebrity brand ambassadors Alia Bhatt and Anil Kapoor in the special theme song #ShowTheWay. Juhi Chaturvedi, a well-known scriptwriter, and lyricist, wrote the gorgeously shot 3-minute theme song for Brides of India 2023, while Kingshuk Chakravarty, a skilled music director, created the music. Kookie Gulati, a Bollywood director, shot the song’s music video. Rediffusion, a creative firm, conceptualized the campaign.

The Brides of India 2023 theme music video features modern brides from the country’s major regions as both show-starters and show-runners, shattering stereotypes while clinging to tradition.

The Brides of India 2023 campaign features a variety of bridal jewelry looks and region-specific bridal jewelry collections that cover the whole range of wedding themes in addition to the theme song. In order to assist future brides in exploring bridal looks from its extensive bridal jewelry collections, Malabar Gold & Diamonds has also released a special Brides of India 2023 e-brochure and created Digital Lookbooks.

A 360-degree marketing strategy that includes print ads, hoardings, prominent social media feeds like reels, bridal look-books, catalogs, product pictures, and videos, as well as a specific microsite as part of the brand website, has also been launched.

Priyanka Dutta