Abaran Jewellers
Honouring 90 Years of Trust, Through Story
To mark 90 years of Abaran Jewellers, the brand wanted more than a celebratory campaign. The intent was to create a tribute — one that honoured legacy, relationships, and the quiet trust built over generations.
Veteran actor Lakshmi was brought on as the face of the campaign — a presence whose own journey in cinema and culture mirrored the values Abaran stands for: grace, resilience, and timeless relevance.
The Challenge
To celebrate a 90-year legacy without slipping into nostalgia or conventional anniversary advertising.
To integrate a well-known cultural figure while ensuring the story remained about the brand and its relationships with customers.
To convey heritage and trust in a way that felt relevant to both long-time patrons and younger audiences.
To create an emotional narrative where jewellery supported the storytelling rather than overtly driving it.
Our Approach
We approached the campaign not as product storytelling, but as legacy storytelling. Instead of compressing 90 years into a single narrative, we chose to unfold it across a three-film series — each film exploring a different layer of the brand’s journey: relationships, continuity, and the passage of time.
The films were written and directed with restraint — allowing emotion, memory, and performance to lead. Jewellery appeared not as the hero, but as a quiet witness to life’s moments — reinforcing Abaran’s role in its customers’ lives over decades.
