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As the festive winds sweep across India, carrying with them the familiar hum of celebrations, Krishna Rajaram Ashtekar (KRA) Jewellers has unveiled a story that feels as timeless as it does contemporary. Their latest campaign, Shubhtithi, is not merely a collection of bridal jewellery; it is a narrative woven with threads of choice, reflection, and celebration. Launched on September 22, the first day of Navratri, the collection aligns itself seamlessly with the season of new beginnings — a moment when tradition and transformation walk hand in hand.

At the heart of Shubhtithi is a film featuring actress Shriya Pilgaonkar. But unlike the conventional world of bridal campaigns — where gold glitters louder than the bride’s voice, this story dares to pause. The jewellery itself becomes a companion, almost a confidante, posing a question that cuts through centuries of expectations: “Why are you getting married?”

The silence that follows is telling. In that pause lives the weight of tradition, the echoes of arranged unions, the pressure of rituals. But then, the bride’s reply arrives — calm, assured, and quietly revolutionary: “Because I’m ready.” With those three words, the campaign pivots the conversation. Marriage, here, is no longer a matter of obligation or convention; it is an act of choice, of readiness, of self-awareness.

This shift is no accident. For KRA Jewellers, Shubhtithi is a deliberate move away from spectacle and toward introspection. It speaks to a generation of women who see jewellery not only as ornamentation but as an extension of their individuality — markers of who they are and what they stand for. In choosing readiness over ritual, Shubhtithi gives voice to the modern bride while never abandoning the cultural cadence of an Indian wedding.

The campaign’s timing is as precise as its message. “The period after Pitru Paksha naturally ushers in a rise in gold buying, leading up to Diwali,” notes Atul Ashtekar, partner at KRA Jewellers. By unveiling Shubhtithi on the auspicious first day of Navratri, the brand tapped into the season’s optimism, creating both emotional and economic resonance. Complementing this sentiment was a festive incentive: a silver coin gifted with every jewellery purchase. It was a thoughtful gesture, one that turned sentiment into action, and curiosity into visits.

The results spoke for themselves. Within days, store visits and customer calls rose by nearly 40 to 45 percent. Many shoppers came drawn not just by the promise of silver but by the story itself — a campaign that felt like an invitation to reflect on their own journeys. It was proof that when emotion and timing converge, jewellery becomes more than a purchase; it becomes part of a memory.

The collection itself reflects this balance of heritage and modernity. Intricately designed Maharashtrian mangalsutras, antique-finish necklaces, and lightweight contemporary pieces together create a canvas broad enough to embrace every bride. Available largely in 22-carat gold, with options for 18-carat customization, Shubhtithi caters equally to the tradition-anchored and the style-forward.

And yet, what sets Shubhtithi apart is not simply its craftsmanship or its campaign strategy. It is its quiet confidence. In an industry crowded with dazzling visuals and celebrity sparkle, this campaign doesn’t clamor for attention. It invites reflection. It asks a question that lingers long after the film ends: What does it mean to be ready?

Through Shubhtithi, KRA Jewellers reminds us that the most precious adornments are not just worn on the body but carried in the heart. Jewellery, after all, shines brightest when it mirrors choice — the choice to love, to begin anew, and to step into life’s next chapter with grace and self-assurance.

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Festive Elegance Redefined – Shubhtithi by KRA Jewellers

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