Palmonas

Palmonas latest campaign film featuring Shraddha Kapoor and Amrita Rao uses humour nostalgia and cultural insight to challenge long standing ideas around marriage jewellery and personal choice. The brand does not just sell a product through this film. It starts a conversation that feels timely and relevant in modern India.

Shraddha Kapoor Sets the Tone With a Personal Stand

The film opens with Shraddha Kapoor playing herself as she refuses to endorse the onboarding of another brand ambassador. Her objection does not come from legal clauses or brand rules. It comes from instinct and emotional ownership. She questions how someone else could represent a brand she feels deeply connected to.

This moment immediately establishes Shraddha not just as a celebrity face but as someone invested in what Palmonas stands for. The tone remains playful yet firm which draws viewers in from the start.

A Playful Argument Turns Into a Cultural Debate

What begins as light banter soon turns into a familiar cultural argument. The conversation shifts to the mangalsutra and who it is meant for. The logic presented suggests that a mangalsutra belongs to a specific life stage. While Shraddha may be the brand face she does not appear to suit the category.

As an unmarried woman she becomes an unlikely candidate for jewellery traditionally linked with marriage. This thinking sets the stage for a more conventional choice.

Amrita Rao Brings Back the Image of the Ideal Bride

Amrita Rao enters as the obvious alternative. For many viewers she still carries the strong association of Vivah released in 2006. Her portrayal of a soft spoken bride created a lasting cultural image of marital femininity.

The iconic jal lijiye moment continues to live in popular memory as a symbol of modesty tradition and the ideal Indian bride. By referencing this moment the campaign taps into shared nostalgia and collective recall.

Challenging the Meaning Without Rejecting Tradition

Shraddha Kapoor responds with a simple yet powerful question. Why should the mangalsutra not suit her. She points to the product itself. Palmonas offers nine carat gold mangalsutras with over five hundred designs starting at Rs 9000 designed for daily wear.

If the jewellery fits everyday life why should it remain limited to one definition of marriage. The humour lies in this reversal. The film does not dismiss tradition. It gently questions its boundaries.

The Ambassador Stays the Same While the Meaning Evolves

The closing moment shifts focus from who wears the mangalsutra to why it is worn. The campaign suggests that the ambassador has not changed but the meaning has. It frames the mangalsutra as a personal choice rather than a fixed symbol.

Palmonas Reflects a Shift in India’s Jewellery Market

Founded in 2022 by Pallavi Mohadikar and Amol Patwari Palmonas operates in the affordable fine jewellery space with a focus on everyday nine carat gold designs. In March 2024 Shraddha Kapoor joined the brand as a co founder strengthening her role beyond endorsement.

India’s jewellery market valued at over Rs 6 trillion still relies heavily on tradition and occasion driven buying. However urban consumers increasingly seek lightweight gold jewellery for personal use. Competing with brands like CaratLane Bluestone and Mia by Tanishq Palmonas stands out by questioning who owns traditional categories like the mangalsutra.

By pairing Shraddha Kapoor with Amrita Rao the campaign uses familiarity to spark reflection. It leaves viewers with a meaningful question. Can a symbol rooted in tradition evolve into a personal choice.