Mumbai: Palmonas has launched a festive campaign featuring actor Amrita Rao alongside brand co-founder Shraddha Kapoor, introducing its latest 9-karat gold mangalsutra collection ahead of Karwa Chauth and Diwali. The collection features more than 500 lightweight designs, with prices starting at ₹9,000, reflecting the brand’s focus on making traditional jewellery more accessible for everyday wear.
The campaign takes a humorous approach to celebrity-led advertising, using a behind-the-scenes commercial shoot to introduce the collection. The film features Shraddha Kapoor attempting multiple takes before Amrita Rao steps in with a more direct approach, creating a playful contrast between the two actors.
Drawing on Amrita Rao’s association with memorable bridal roles in Indian cinema, the campaign connects traditional ideas of marriage and jewellery with contemporary styling preferences. The narrative positions the mangalsutra as an ornament that can be incorporated into everyday wardrobes rather than reserved exclusively for ceremonial occasions.
At the centre of the campaign is Palmonas’ 9KT Gold Mangalsutra Collection, comprising more than 500 designs developed around lightweight construction and modern aesthetics. The assortment includes contemporary interpretations of traditional black-beaded mangalsutras, incorporating delicate chains, minimalist pendants and laboratory-grown diamond accents.
Among the featured designs are the Noir Grace Beaded Mangalsutra, Classic Wave Glow and Halo Teardrop Glow, offering different interpretations of the traditional ornament through streamlined silhouettes and contemporary detailing.
The collection is positioned around everyday wearability, with Palmonas highlighting water-resistant and tarnish-resistant properties across its promoted designs. The brand's emphasis on practical styling reflects its efforts to address consumer demand for jewellery suited to regular use, although product durability may vary depending on materials, construction and care.
By incorporating 9-karat gold into its jewellery portfolio, Palmonas is targeting consumers seeking lower-priced alternatives to traditional higher-karat gold ornaments. The use of lower gold content, lightweight construction and laboratory-grown diamond accents allows the brand to offer contemporary designs at more accessible price points.
Alongside the mangalsutra collection, Palmonas is promoting gold-plated bangles and sterling silver jewellery sets, extending its festive assortment across different product categories and gifting preferences.
To coincide with the campaign, the retailer has introduced a flat 20 per cent promotional discount across the featured collection, subject to applicable offer terms and conditions.
The launch reflects a broader development within India's jewellery retail market, where brands are introducing lighter, lower-karat gold designs to address changing purchasing preferences. While traditional high-karat gold jewellery continues to hold cultural and financial significance, contemporary collections are increasingly being positioned around daily wear, affordability and personal styling.
Through its association with Shraddha Kapoor and Amrita Rao, Palmonas is combining celebrity-led storytelling with product-focused communication, highlighting how traditional jewellery categories such as mangalsutras are being adapted for younger consumers and modern lifestyles.