National Award-Winning Actor Manasi Parekh Becomes the Face of Malabar Gold & Diamonds’ New Campaign in Gujarat
29th November 2024
National Award-winning actor Manasi Parekh is now the face of Malabar Gold & Diamonds’ latest campaign, aimed at educating customers on responsible and transparent gold purchasing. Recently awarded the National Award for Best Actress for her performance in the Gujarati feature film Kutch Express, Parekh will represent the brand over the next two years, connecting with both national and international Gujarati audiences.
The Creative Vision Behind the Campaign
Adding depth to the campaign is Viral Shah, a State and National Award-winning filmmaker who has established himself as a cornerstone of the Gujarati film industry with critically acclaimed films like Kutch Express and Golkeri. He is thrilled to collaborate with Malabar Gold & Diamonds to have directed their first Gujarati campaign with Manasi Parekh
Highlighting Jewellery for Everyday Moments
The campaign showcases Parekh adorned in an exquisite range of Malabar’s jewellery designs, from traditional gold pieces to contemporary rose gold diamond styles and everyday accessories. These visuals are set across relatable, everyday scenarios—such as a baby shower, a bridal shower, a conversation between neighbours discussing gold purchases, and celebratory moments—highlighting the emotional and practical aspects of buying jewellery from a trusted source. Each scene underscores the joy of gifting and the assurance that comes from purchasing jewellery through a transparent and reliable process.
Manasi Parekh’s Excitement for the Campaign
Manasi Parekh’s style in the campaign reflects her personal blend of effortless chic with a deep sense of heritage. Sharing her excitement about the association, Parekh said, “I’m thrilled to be part of Malabar Gold & Diamonds’ campaign. I love how this campaign emphasizes honesty and transparency, helping people feel confident about the gold they’re buying. Each piece I wore felt special, not just for its beauty but for the trust it symbolizes. I’m proud to contribute to this important narrative, celebrating quality and integrity—values that are close to my heart and, I believe, resonate with so many of us.”
Chairman’s Statement on the Collaboration
MP Ahammed, Chairman, Malabar Group, said, “We selected Manasi Parekh for this campaign because of her strong cultural roots in Gujarat, which makes her a perfect face for our brand among Gujarati customers. Renowned for her impactful work in both television and film, Manasi resonates across generations, adding broad appeal to our campaign. Her alignment with Malabar Gold & Diamonds’ values of responsibility and authenticity strengthens our message around fair pricing and ethical practices. Her warm, approachable presence naturally opens up a conversation about Malabar’s commitment to transparent gold buying, making this campaign genuinely meaningful to the people of Gujarat and the diaspora worldwide.”
Multichannel Campaign Outreach
The campaign has launched across multiple platforms, including TV, print, digital media, social media, and hoardings, with a specific focus on reaching the Gujarati community. As Malabar Gold & Diamonds continues to grow, this initiative reinforces the brand’s dedication to responsible gold-buying practices, fostering trust and confidence among its customers on a global scale.
Commitment to ESG and Social Responsibility
Further emphasising its commitment to social responsibility, Malabar Group allocates 5% of its profits to ESG (Environmental, Social & Governance) initiatives, with a focus on health, housing, education, environmental sustainability, and hunger eradication, along with women empowerment programs. These initiatives reflect Malabar’s dedication to creating a positive societal impact, aligning with its vision of contributing to a more responsible and sustainable world.
About Malabar Gold & Diamonds:
Malabar Gold & Diamonds was established in 1993 and is the flagship company of Malabar Group, a leading diversified Indian business conglomerate. With an annual turnover of $6.2 billion, the company is currently the 6th largest jewellery retailer globally and the 19th ranked brand in Deloitte’s Luxury Goods World Ranking. They have a strong retail network of over 360 showrooms spread across 13 countries in addition to multiple offices, design centres, wholesale units, and factories spread across India, the Middle East, the Far East, the USA, the UK, Canada & Australia. Malabar Gold & Diamonds also features an online showroom www.malabargoldanddiamonds.com providing customers the opportunity to purchase their favourite jewellery at any time and on any day from the comfort of their homes.
Focus Areas of ESG and CSR
ESG (Environmental, Social & Governance) and CSR have been the primary commitments of the group since its inception. The key focus areas of the Malabar Group are Health, Housing, Hunger Free World, Education, Environment and Women empowerment, integrating the principles of responsibility and sustainability into its core business.
Below is the link to the campaign:
https://www.youtube.com/watch?v=FUmNzOvkp0o
