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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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WPP explores sale of flagship PR agency Burson
Advertising giant considers exit from public relations amid restructuring drive.
MUMBAI: WPP is reportedly preparing to spin a new chapter by potentially spinning off one of its oldest storytellers. The British advertising and marketing services group is exploring a possible sale of its public relations arm Burson, with advisers at Goldman Sachs reviewing strategic options, according to a report by The Times. The move, if completed, would mark a near-complete exit from the PR sector for WPP and represent the first significant disposal under chief executive Cindy Rose, who is leading a broader effort to simplify the company’s structure and restore growth.
Burson was formed in 2024 through the merger of BCW and Hill & Knowlton. It employs around 6,000 people globally and forms the core of WPP’s remaining PR operations. A sale would follow the earlier divestment of a majority stake in FGS Global to KKR, a deal that valued that business at £1.3 billion.
The review comes as WPP continues to face pressure on its financial performance. In 2025, the company’s PR segment generated £667 million in revenue less pass-through costs, reflecting a 6.0 per cent like-for-like decline, and delivered £102 million in headline operating profit. The division has shrunk considerably after the FGS Global disposal in late 2024.
WPP reported full-year revenue of £13.55 billion in 2025, down 8.1 per cent on a reported basis, while headline operating profit fell 22.6 per cent and margins dropped to 13.0 per cent.
Rose’s Elevate28 strategy aims to move the company away from a traditional holding company model towards a more integrated organisation built around four divisions: media, creative, production, and enterprise solutions. The plan also targets £500 million in cost savings by 2028.
Both WPP and Goldman Sachs declined to comment on the report.
The advertising industry has seen growing speculation about the future of large publicly traded PR firms, with similar rumours swirling around Weber Shandwick and potential private equity interest in management buyouts. However, finding a suitable buyer for a large global legacy PR business remains a key challenge.
In the fast-changing world of marketing and communications, WPP appears keen to streamline its narrative and selling Burson could be the next dramatic plot twist in its transformation story.
