How inclusive is the advertising, media, and marketing industry? Not just in India, think about any country around the world. Looking back at ad films from, say, 5-10 years ago, you will notice the predictable patterns. The same faces, the same voices, the same themes. See how freely and carelessly clichés were used, focusing on superficial inclusion and appearances. And more often than not, what started as an attempt to convey a meaningful message ended up losing its intended impact. And jewellery advertising was no different.
Perhaps the most notorious aspect is how jewellery ad campaigns have, in one way or another, obsessed over a certain “perfect” image. Jewellery is a personal expression of style, culture, and identity, and it should celebrate individuality. But how many jewellery brands actually capture this in their campaigns?
Here is the bright side. Progress is happening, slow as it may be. Some of India’s most trusted and iconic jewellery brands are creating space for diverse voices, authentic representation, and inclusive narratives. It shows that even in an industry rooted in old habits, change is possible when intention meets action.
The “Bridal Body” myth in jewellery advertising
One of the most toxic messages jewellery ad campaigns have promoted for years is the “Bridal Body Myth.” We have grown up seeing ads where the perfect bride is always tall, slim, and flawless. The glaring absence of diverse body types in bridal jewellery ads sends a damaging message to countless women. And if, by some rare chance, a plus-size bride does make an appearance, it is rarely without some subtle negativity attached.
What do we see when a plus-size bride is featured? Sometimes, the weight is mentioned as if it’s a problem to be solved or, worse, as a joke. Some ads go as far as to show the plus-size bride being pitied. The messaging dances around the notion that there is something inherently wrong with being a plus-size bride. It is as if being a plus-size woman on her wedding day is a daring act of defiance. In reality, it’s just another bride, just another woman getting married.
Kalyan Jewellers’ campaign proves a bride is not defined by her body
Jewellery brands, like many others, have a responsibility to reflect the real world. It’s time to stop treating plus-size brides like they’re exceptions or anomalies. Now, this is something we see in Kalyan Jewellers’ latest campaign, “Kalyan Muhurat Bride: Celebrating Her,” featuring global brand ambassador Katrina Kaif.
In this ad, the bride is a proper plus-sized woman, and for once, her size isn’t the focal point. Not once is the word “fat” mentioned, nor is her body size treated as something unusual or noteworthy. We don’t see ads calling out a bride’s slimness, so why should plus-size brides be treated differently? That’s precisely what Kalyan Jewellers’ Celebrating Her campaign gets right.
The brand does not mention her size or weight. It is not about her body or weight at all. It is about celebrating her as a bride, her beauty, her joy, and her unique story. This approach signals a refreshing, inclusive shift in how we should think about brides, regardless of their body type.
Time for gender-neutral messages in jewellery advertising
Let’s talk about something else that’s been in the spotlight lately. Jewellery being labeled as “feminine.” People love to debate whether a piece of jewellery is masculine or feminine, but honestly, does it even matter? If you like a piece, wear it. It is as simple as that. The whole notion of categorising jewellery by gender is outdated and, frankly, limiting.
Kavitha Gold and Diamonds, a Thrissur-based brand, has shown that it’s time to move away from tired old gender stereotypes. In their latest advertisement, actor Fahad Fazil wears a nose jewel, an accessory traditionally associated with femininity. However, the nose jewel in the ad doesn’t make him any less masculine or more feminine. It simply makes him someone who enjoys expressing himself in his own way.
Kavitha Gold and Diamonds’ ad promotes an inclusive, open-minded approach to fashion and jewellery. It also reminds other brands that gender-neutral perspectives are the future of advertising.
An inclusive shift in jewellery advertising: The final thoughts
The jewellery industry, steeped in tradition, is finally beginning to shed its outdated norms. Campaigns like Kalyan Jewellers’ Celebrating Her and Kavitha Gold and Diamonds’ gender-neutral message demonstrate that inclusivity is not just possible—it is powerful. These initiatives pave the way for a future where advertising reflects the diversity of its audience.
Changeincontent perspective
Inclusivity in jewellery advertising is a step forward, but it is just the beginning. To truly redefine narratives, brands must go beyond isolated campaigns and embed diversity into their core values. Whether it is challenging size stereotypes or breaking gender norms, these changes must be consistent, intentional, and reflective of society’s evolving mindset. Let’s hope these campaigns inspire not just the jewellery industry but advertising as a whole to embrace authentic representation as a non-negotiable standard.
For more inspiring campaigns, read our article on Zivame Museum of Boobs Campaign.
Disclaimer: The views expressed in this article are based on the writer’s insights, supported by data and resources available both online and offline, as applicable. Changeincontent.com is committed to promoting inclusivity across all forms of content. We broadly define inclusivity as media, policies, law, and history—encompassing all elements that influence the lives of women and gender-queer individuals. Our goal is to promote understanding and advocate for comprehensive inclusivity.
