MUMBAI: National Award-winning actor Manasi Parekh is the new face of Malabar Gold & Diamonds’ latest campaign, designed to educate customers on responsible and transparent gold purchasing. Recently honored with the National Award for Best Actress for her role in the Gujarati film Kutch Express, Parekh will represent the renowned brand over the next two years, aiming to strengthen its connection with both national and international Gujarati audiences.
Adding a creative touch to the campaign is acclaimed filmmaker Viral Shah, a State and National Award-winner, best known for his work on films like Kutch Express and Golkeri. Shah, who directed this campaign, shares his enthusiasm about collaborating with Malabar Gold & Diamonds to create the brand’s first-ever Gujarati campaign with Manasi Parekh.
The campaign features Parekh showcasing Malabar Gold & Diamonds’ extensive jewellery range, which includes traditional gold pieces, contemporary rose gold diamond designs, and everyday accessories. The visuals capture relatable, everyday moments such as a baby shower, a bridal shower, a conversation between neighbors about gold purchases, and various celebratory events. These scenes emphasize the emotional and practical significance of buying jewellery from a trusted and transparent source, while also highlighting the joy of gifting and the assurance that comes with it.
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.”
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.”
The campaign is being launched across various platforms including TV, print, digital media, social media, and hoardings, with a particular focus on engaging the Gujarati community. This initiative underscores Malabar Gold & Diamonds’ ongoing dedication to responsible gold-buying practices, cultivating trust and confidence among customers worldwide.
In line with its commitment to social responsibility, Malabar Group allocates 5% of its profits to ESG (Environmental, Social & Governance) initiatives, focusing on health, housing, education, environmental sustainability, hunger eradication, and women empowerment programs. These initiatives reflect the company’s vision of creating a positive societal impact and contributing to a more responsible and sustainable world.
