Mumbai: Jewellery retailer Malabar Gold & Diamonds has kicked off the ninth edition of its ‘Brides of India’ campaign with a special wedding theme song titled #MakeWayForTheBride which depicts the grand entry of brides, the hallmark of modern-day Indian weddings. The three-minute video song features celebrity brand ambassadors Anil Kapoor and Kareena Kapoor along with brides from diverse regions of the country.
The video shows 13 brides from various states such as Kerala, Karnataka, Tamil Nadu, Andhra Pradesh & Telangana, Punjab, Maharashtra, Bengal entering the wedding arena in a majestic manner, thus breaking the stereotypes and conventional practices. All these looks are captured in an exquisite range of bridal jewellery shot by photographer Avinash Gowarikar.
The ‘Brides of India 2021’ wedding anthem has been conceptualised by the creative agency Dentsu India and developed by some of the highly gifted and supremely talented professionals from the world of celluloid. Directed by Kookie Gulati, who has also directed films such as “The Big Bull”, the anthem also boasts of Amit Roy, who was director of photography for “Love Aaj Kal”, along with “Piku” fame Anupam Roy as music composer and “Vicky Donor” fame writer Juhi Chaturvedi as a lyricist.
The shorter versions of the wedding anthem will be played on television channels and OTT platforms as an advertisement. The full version of the wedding anthem will be aired on select TV channels and streamed on digital platforms. The campaign will exclusively be streamed on digital platforms in the first week and will be aired on television and occupy print media space afterward, the brand said in a statement.
"The Brides of India campaign is our tribute to the new-age brides and their awe-inspiring individuality," said Malabar Group chairman, MP Ahammed. "The theme of Brides of India 2021 encourages all to make way for the bride. Because this is her moment, it’s her big day, and she’s here to own it! With the launch of Brides of India 2021 campaign, we celebrate the brides who choose to make the big day all about her. With designs that cater to varied sensibilities of new-age brides across regions, there is something unique for every bride to complement her unique entry."
The campaign also features all the major jewellery sub-brands of the Malabar Gold & Diamonds including Mine, Era, Precia, Divine, Ethnix, and Polki collections. As a part of the campaign, the jeweller will also showcase an especially curated range of bridal jewellery catering to the new-age brides at its showrooms.
Along with the wedding anthem, the Brides of India 2021 campaign will involve a 360-degree marketing overdrive which includes print ads, hoardings, popular social media feeds like reels, bridal look-books, catalogues, product shots and videos, and a dedicated microsite as part of the brand website. The on-ground activation of the campaign includes in-store launch events, specially designed visual merchandising elements such as bridal swings and grand entrance arches.
