Brands
A golden stroke: White Gold backs Unico as agency levels up creatively
Bengaluru: All that glitters is not just gold; sometimes it’s a good idea. White Gold has placed a confident bet on creativity, announcing a strategic investment in Unico Graphix Private Limited, which has now rebranded itself as Unico Creative Studios. The move signals not just fresh capital but also a bold expansion of the agency’s creative, digital, and immersive ambitions.
The rebrand marks a coming-of-age moment for the Bengaluru-based studio, which began life in 2020 as a boutique branding and social media outfit. Founded by Sharath D M and Akshay Kumar, Unico quickly outgrew its early brief, evolving into a full-fledged production house delivering television commercials, brand films and large-format content for a growing roster of clients. The shift from Unico Graphix to Unico Creative Studios is less reinvention and more reflection of what the agency has already become.
Adding fresh momentum to this next phase, Meghana Joseph has joined the leadership team as Director, partnering with Akshay Kumar and Sharath D M to steer the studio’s expansion.
Now operating as an integrated creative and digital studio, Unico Creative Studios offers a wide spectrum of services spanning brand storytelling, social campaigns, films, digital marketing, immersive AR and VR experiences, AI-enabled solutions, and large-scale content production. The investment from White Gold will help the studio scale these capabilities, strengthen its technology backbone and attract senior creative and strategic talent.
A key pillar of Unico’s growth strategy lies in its commitment to culturally rooted, regional storytelling. Rather than producing one-size-fits-all campaigns, the studio focuses on crafting content that reflects the humour, emotion and nuance of local languages and communities, allowing brands to connect meaningfully with audiences across India.
“Unico is entering a powerful new chapter,” said Meghana Joseph. “The ambition, culture and creative energy here are rare. I’m excited to help scale its impact and build long term value for brands nationwide.”
Akshay Kumar added that the partnership would allow the studio to deepen client relationships while strengthening its creative backbone. “This investment gives us the freedom to think bigger and deliver work that truly moves the needle for brands,” he said.
From the investor’s side, White Gold CEO and founder Rahul Joseph described the partnership as a long-term play. “Unico’s passion, pace and clarity of vision stood out from day one. Unico Creative Studios represents the future of technology-infused storytelling, and we’re excited to support their journey as they scale across India.”
With White Gold’s backing, Unico Creative Studios now sets its sights on building one of India’s most dynamic creative companies, proving that when finance meets imagination, the results can be truly golden.
Brands
Akoirah rolls out Diamond Draw campaign across cities for Akshaya Tritiya
Festive offer blends discounts with prize draws to boost jewellery shopping buzz
MUMBAI: Akoirah has launched a festive ‘Diamond Draw’ campaign across Mumbai, Navi Mumbai and Pune, aiming to add a dash of excitement to jewellery shopping ahead of Akshaya Tritiya.
Running from April 6 to 19, the limited-period initiative offers customers a chance to win diamond jewellery worth Rs 1.5 lakh with every eligible purchase. Winners will be announced in-store, with one winner selected per outlet, turning a traditional shopping ritual into a more interactive experience.
Alongside the draw, the brand is also offering a flat 20 per cent discount on diamond value during the campaign period, positioning the offer as both celebratory and value-driven.
The move reflects a broader shift in festive retail strategies, where brands are looking beyond straightforward discounts to create more engaging, experience-led campaigns. By linking each purchase to a unique entry in a store-specific draw, the campaign aims to keep participation simple while ensuring fairness across locations.
Speaking on the initiative, Akoirah founder Namita Kothari said the idea was to make festive buying more meaningful and rewarding. She noted that while Akshaya Tritiya remains deeply rooted in tradition, customers today are increasingly seeking memorable shopping experiences alongside value.
The campaign also taps into evolving consumer preferences, with buyers leaning towards lighter, design-led jewellery rather than purely weight-based purchases. This shift has encouraged brands to combine product appeal with experiential elements to drive footfall and engagement.
Backed by digital promotions and in-store activations, the Diamond Draw campaign is expected to build momentum during the festive window. As competition intensifies around key buying occasions, initiatives like these underline how jewellery brands are reimagining the retail experience to keep customers coming back for more than just the sparkle.
