Dhirsons Jewellers marks Akshaya Tritiya with the launch of its ‘Sone Ka Rishta’ campaign, celebrating gold not just as a precious metal but as a timeless symbol of relationships, memories, and generational legacy.
Quick Summary
- Dhirsons Jewellers launches ‘Sone Ka Rishta’ campaign for Akshaya Tritiya
- Campaign highlights gold as a symbol of relationships and legacy
- Focus on emotional and generational value beyond material worth
- Features handcrafted gold jewellery collection
- Offers include making charges starting at 5%
- Reinforces brand’s heritage and trust built over 70+ years
Campaign Announcement and Vision
Marking the auspicious occasion of Akshaya Tritiya, Dhirsons Jewellers, Dhiraj Dhir Group, Lajpat Nagar, unveils its heartfelt campaign, ‘Sone Ka Rishta’, celebrating the timeless emotional and generational value of gold. Rooted in the philosophy of ‘Akshaya’, that which never diminishes, the campaign brings alive the idea that gold is not merely an ornament, but a symbol of relationships, memories, and legacy.
Emotional Narrative Behind the Campaign
With a strong emotional narrative, the campaign highlights how every piece of jewellery carries meaning beyond its material worth, be it a mother’s blessing, a daughter’s new beginning, or a cherished moment that evolves into a lifelong memory. The campaign encourages consumers to move beyond transactional buying and embrace gold as something that endures across generations.
Leadership Perspective – Raghav Dhir
Speaking on the campaign, Raghav Dhir, Managing Director, Dhirsons Jewellers, Dhiraj Dhir Group, Lajpat Nagar added, “Akshaya Tritiya has always been a key moment for gold buying in India, but today’s consumer is also seeking meaning and long term value. Through ‘Sone Ka Rishta’, we are reinforcing Dhirsons’ commitment to offering jewellery that is not only timeless in design but also significant in emotion, something that truly stays with you across generations.”
Creative Vision – Riva Dhir
Adding to this, Riva Dhir, Creative Director, Dhirsons Jewellers, Dhiraj Dhir Group, Lajpat Nagar said, “With ‘Sone Ka Rishta’, we wanted to bring out the deeper emotional significance of gold, especially on an occasion like Akshaya Tritiya. For us, jewellery is not just about design or craftsmanship, it is about the stories it holds and the relationships it represents. Every piece we create is meant to be cherished today and passed on tomorrow, carrying forward a legacy that never diminishes.”
Collection and Offers
The campaign is supported by a curated collection of handcrafted gold jewellery, designed to reflect both tradition and contemporary elegance. With attractive offers including making charges starting at 5%, Dhirsons aims to make this auspicious purchase even more meaningful for its customers.
Brand Invitation to Customers
This Akshaya Tritiya, Dhirsons Jewellers invites patrons to not just bring home gold, but to bring home something that stays forever.
About the Brand
Dhiraj Dhir Group, (Lajpat Nagar) Established in 1950 in Ludhiana, Punjab, Dhirsons Jewellers Pvt. Ltd. Dhiraj Dhir Group, (Lajpat Nagar) is a trusted name in fine jewellery, known for its heritage of craftsmanship, quality, and integrity. Since expanding to Delhi in 1992, the brand has grown into one of the city’s largest jewellery destinations, offering a curated range of gold, diamond, polki, and bridal collections. With a legacy spanning over seven decades, Dhirsons continues to blend tradition with modern design, setting benchmarks in transparency, innovation, and customer trust.
FAQ Section
What is ‘Sone Ka Rishta’ campaign by Dhirsons Jewellers?
‘Sone Ka Rishta’ is a campaign launched by Dhirsons Jewellers to celebrate the emotional, cultural, and generational value of gold during Akshaya Tritiya.
Why is Akshaya Tritiya important for gold buying?
Akshaya Tritiya is considered an शुभ (auspicious) occasion in India, symbolising prosperity and everlasting wealth, making it ideal for purchasing gold.
What makes this campaign unique?
The campaign focuses on the emotional significance of jewellery, positioning gold as a symbol of relationships and legacy rather than just a financial investment.
What offers are available under this campaign?
Dhirsons Jewellers is offering handcrafted gold jewellery with making charges starting at 5%.
What kind of jewellery is included in the collection?
The collection includes handcrafted gold jewellery blending traditional aesthetics with contemporary design.
When was Dhirsons Jewellers established?
Dhirsons Jewellers was established in 1950 in Ludhiana and expanded to Delhi in 1992.
Source: SVAR Media Network
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