Mumbai:Gitanjali Group has announced Bollywood superstar Shahrukh Khan as its new brand ambassador. This new association highlights the all-encompassing core value of the Group – Trust Forever – whichreflects its 46-year legacy, and the confidence that consumers have in the Gitanjali name.
This is the first time that the Group, which has today emerged as the world’s largest integrated branded jewellery retailer, has a brand ambassador as its public face. This step emphasises the positioning of Gitanjali Group not only as a ‘superstar’ of the jewellery world, but also as a name that consumers look up to and trust. During its 46-year history, it has won the trust and confidence of consumers across the country for the quality of its products and design, and the fact that it was one of the first jewellers to offer consumers hallmarked gold and certified diamonds.
SRK, as he is popularly known, is one of the biggest brands in Bollywood today with a huge fan following that has developed over a career spanning more than two decades. He has won the trust and confidence of millions of people across the world and today his name is associated with values such as romance, trust and loyalty.
Mehul Choksi, CMD, Gitanjali Group, says, “Trust is one thing that cannot be bought; it has to be built and established through years of performance. We understand what it takes to win people’s trust – a continuous quest for perfection, a commitment to quality and a never ending passion to stay at the top. These are values that Shahrukh embodies perfectly, besides also being a symbol of loyalty and romance and so when it came to selecting a celeb to represent our group, the choice was obviously him.”
Shahrukh Khan says, “Winning people’s hearts is never easy, and the Gitanjali group has done it very successfully. I am very happy to be associated with the Group which has created so many of the leading jewellery brands in India and carved for itself a niche in the hearts of people.”
Corporate Ad Campaign Launched
Gitanjali also unveiled its new corporate campaign featuring Shahrukh Khan, which will project the core value of the group – Trust Forever, both in the electronic and print mediums. The campaign has been created by JWT.
Commenting on the campaign, Shardah Uniyal – GM, Marketing – Gitanjali Group said, “The print campaign stresses that Trust is priceless and rare because it cannot be found easily, once you acquire it and earn it, then the world will be at your feet. The corporate film similarly highlights the importance of trust, and how it has to be earned. In the film SRK compares trust that has been acquired to the warmth of a mother’s love.”
Describing the concept of the campaign, Hemeesha Someshwar – Sr. Creative Director (Art) – JWT Mumbai, said, “This new campaign is a celebration of trust. Who better than Shahrukh Khan to be its brand ambassador? SRK comes across as a person who is loving, caring, respects women, a family man – purely because of the personality and the films he has done. He is a brand who women trust because he has built this trust and image in women’s mind over a period of years.”
New Campaign for Gitanjali Jewels
The Bollywood superstar Shahrukh Khan will, along with Anushka Sharma, also be endorsing Gitanjali Jewels, the flagship retail chain from the Gitanjali Group. Gitanjali Jewels is a multi-brand lifestyle jewellery store chain retailing high-end diamond and gold Jewellery brands. It is a “One Shop Destination” for branded jewellery.
The new campaign featuring the two stars positions the outlets as a chain that offers the world’s most beautiful jewellery under one roof. The print and electronic versions have been created by JWT.
In the TVC the focus is on how women love jewellery, and how their beauty is accentuated by jewellery, winning them all round admiration.
SRK is known as a charmer and someone who respects women, and in the TVC he is seen appreciating the beauty of Anushka and the jewellery she is wearing.
Hemeesha Someshwar – Sr. Creative Director (Art) – JWT Mumbai says, “Gitanjali jewels unveils its new campaign with Shahrukh Khan and Anushka Sharma playing the winning duo. Shahrukh and Anushka share a smouldering on-screen chemistry! They lend a unique charm, sizzle and fire. Both are achievers and high energy personalities. Both are charismatic and perfectionists. Both are powerhouses of talent and winning performers. Both are names to reckon with through their commitment and passion. All these are values they stand for and are also the values that the Gitanjali Jewels brand has been built upon.”