Khimji Jewellers adorns the outdoor with ‘No Compromise’ bridal collection
By M4G Bureau - February 09, 2024
“Our campaign ‘No Compromise’ celebrates the enduring legacy of craftsmanship and the cherished moments of joy and pride associated with weddings,” says Mitesh Khimji, MD, Khimji Jewellers
Prominent Odisha jewellery brand Khimji Jewellers, renowned for its rich legacy of 88 years in crafting exquisite jewellery, launched a multi-media campaign including OOH to showcase its latest bridal jewellery collection. With a fresh brand identity and an unwavering commitment to craftsmanship, Khimji Jewellers seeks to redefine the narrative of bridal jewellery in India with its ‘No Compromise’ proposition. The OOH campaign was rolled out in Bhubaneswar.
A company release states that “in recent times the jewellery industry has been flooded with loud discounts on making charges, offers and freebies. And in this whole noise, somewhere, the very essence of buying jewellery is forgotten. The result we see is jewellery, even though hallmarked, are sub-standard in the finish. Our campaign is an effort to get the spotlight back on jewellery with world class finishes. Or in simpler terms ‘No Compromise’.”
The company maintains that “the strategy for this bridal campaign was clear, concise and simple, which is that Indians love jugaad and living frugally. It is in our DNA. However, there are some moments in life where we are willing to splurge without question and one of those moments is the daughter’s wedding! It is a matter of great pride for parents to see their daughter, adorned like a princess for her big day. Hence, instead of following the crowd, Khimji Jeweller’s ‘No Compromise’ campaign highlights its strengths and attaches emotion to the most important day in a woman’s life through its bridal jewellery.”
The centerpiece of the campaign is a touching narrative that resonates with the Indian ethos of tradition and pride. Through the lens of a pragmatic father, the campaign illustrates the significance of wedding jewellery, particularly for the bride. Despite the family's penchant for frugality, the father downright chooses Khimji Jewellers for his daughter's wedding jewellery, symbolising a commitment to excellence and tradition and not compromising on the jewellery that an occasion like a daughter’s wedding commands.
The OOH campaign executed on billboards exemplify the brand’s ethos. Mitesh Khimji, Managing Director of Khimji Jewellers, articulates the brand's vision, stating, "Our heritage is steeped in generations of master craftsmen who have dedicated themselves to creating timeless pieces of art. As our brand evolves and enhance our retail spaces, our commitment to delivering exceptional quality remains resolute. At Khimji Jewellers, we understand the profound emotions intertwined with wedding jewellery. Our campaign ‘No Compromise’ celebrates the enduring legacy of craftsmanship and the cherished moments of joy and pride associated with weddings. Our offerings for this year’s bridal season include heavy necklace sets, chokers, kundan and jadau work, enamel work jewellery, kadas and other ornaments that adorn a bride to be. These exquisite pieces are a testament to the skill of our craftsmen that cannot be matched by anyone else in the state of Orissa."