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Reliance Jewels launches ‘Shubh Akshaya Tritiya, Smart Akshaya Tritiya’ campaign
Gajraj Rao and Pratibha Ranta star in new father-daughter story promoting gold as a smart investment.
MUMBAI: Reliance Jewels has found the perfect way to make gold buying feel both traditional and timely by letting a father and daughter have a heart-to-heart about turning sentiment into smart sense. Network Advertising has conceptualised and executed a fresh campaign for Reliance Jewels ahead of Akshaya Tritiya, featuring actors Gajraj Rao and Pratibha Ranta from the acclaimed film Laapataa Ladies. The campaign cleverly captures a subtle but significant shift in how today’s consumers approach gold purchases.
At its core is the idea of ‘Shubh Akshaya Tritiya, Smart Akshaya Tritiya’, which repositions gold jewellery as not just an auspicious buy, but also a thoughtful, wearable investment especially relevant amid fluctuating gold prices.
The light-hearted yet emotionally resonant film shows a father-daughter conversation that balances cultural tradition with modern financial sensibility. It reflects how younger buyers are viewing gold through a dual lens: one of sentiment and the other of tangible value.
Network Advertising chief creative officer Shayondeep Pal said the team aimed for a classic slice-of-life tone, “Scripting was key to strike a balance between everyday conversation and brand speak. With Gajraj Rao and the charming Pratibha Ranta, we knew they would pull it off with believable ease.”
Network Advertising executive vice president for digital Rohan Nair added, “Akshaya Tritiya has always been about tradition and belief. What’s changing is how that belief is expressed. Today, it’s less about following a ritual blindly and more about making a considered choice.”
The campaign is being amplified across TV, print, OOH, digital, and social platforms, targeting younger audiences while retaining strong appeal for traditional consumers.
In a market where gold carries both emotional weight and investment potential, Reliance Jewels has struck a fine balance reminding buyers that this Akshaya Tritiya, they can celebrate tradition and make a smart move at the same time. The campaign proves that sometimes the most powerful stories are the ones that feel like a warm family chat.
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Three senior OpenAI infrastructure executives join Meta
Key members of Stargate project move to rival amid aggressive AI spending race.
MUMBAI: Three key architects of OpenAI’s ambitious data centre plans have switched sides and joined Meta Platforms, according to people familiar with the matter. Peter Hoeschele, who played a central role in OpenAI’s high-profile Stargate initiative, is among the new hires. He is joined by Shamez Hemani, who focused on computing strategy and business development, and Anuj Saharan, another leader in the computing organisation. The Information first reported their departure from OpenAI on Thursday.
The moves come as Meta CEO Mark Zuckerberg has pledged to spend aggressively on AI infrastructure. The company is projecting capital expenditure of up to $135 billion this year alone, with hundreds of billions more expected before the end of the decade to support its Meta Superintelligence Labs and new models such as Muse Spark.
OpenAI, which is pushing ahead with massive data centre expansion, had described its early lead in securing computing power as a competitive advantage. Stargate, originally announced last year as a $500 billion venture involving OpenAI, Oracle, and SoftBank, has since become an umbrella term for the company’s broader data centre ambitions. However, the project has seen recent adjustments, including a pause on its UK plans and the decision not to expand the Abilene, Texas site.
A spokesperson for Meta declined to comment, while Hoeschele, Hemani, and Saharan also declined to comment. OpenAI said it was grateful for the contributions of the three employees and remains focused on hiring talent for its infrastructure plans. The company recently brought in former Intel executive Sachin Katti to lead its industrial compute efforts.
In the high-stakes race to build the future of artificial intelligence, talent is proving to be as valuable as computing power itself. Meta’s latest hires suggest the competition for top infrastructure minds is intensifying, even as OpenAI continues to scale its own ambitious projects. The move highlights how quickly the AI talent war is heating up across Silicon Valley.
