Saj Dhaj Ke - Bridal Brand Positioning Campaign for Kalamandir Jewellers
A flagship, year-long 360° bridal brand IP conceptualized and executed by Cinesta transforming Kalamandir Jewellers’ bridal jewellery into an emotional legacy through storytelling, original music, cinematic films, and immersive retail experiences.
[Client]
Kalamandir Jewellers
[Year]
2023
[Services]
Brand strategy & bridal positioning Campaign concept development Emotional storytelling & narrative design 360° campaign planning & execution TVC & DVC production Digital film & reel production Campaign song creation & integration Cinematic direction & visual design Master photography & emotion-led frames End-to-end film production & post-production Outdoor & in-store branding creatives Social media content & digital assets Retail experience & visual system support
[Category]
Commercials
Campaign Theme & Story
Saj Dhaj Ke is built around a deeply personal truth—
a bride’s dream of how her wedding will be.
The campaign begins in the bride’s inner world: her imagination, anticipation, and quiet emotions about the day she has dreamed of all her life. As the story unfolds, that dream expands into the collective emotion of the wedding where parents, family, and loved ones come together to make it real.
With “Saj Dhaj Ke”, the wedding finally happens not just beautifully, but happily and emotionally.
The films capture:
A father’s silent emotions as he prepares to let go of his daughter
A mother’s pride, warmth, and blessings
The family’s shared joy, nostalgia, and celebration
Jewellery becomes more than adornment it becomes a carrier of love, memory, and legacy, present in every ritual, every tear, and every smile.
Campaign Song
To anchor this emotional universe, Cinesta created a dedicated campaign song, Written by Raees Maniyar and composed by Mehul Surti specifically for Saj Dhaj Ke .
The song binds the bride’s dreams and the family’s emotions into one cohesive narrative, making the campaign instantly recallable and timeless.
Visual Language & Execution
The campaign’s visual world is royal, cinematic, and emotionally grounded:
Palace-inspired sets and rich textiles
Warm gold tones and intricate Polki, antique bridal detailing
Intimate close-ups capturing real emotions over posed glamour
The storytelling approach prioritised emotion-led cinema over product montages, positioning the brand in a premium, aspirational space while retaining strong cultural authenticity.
Brand Execution
Cinesta executed Saj Dhaj Ke as a complete 360° brand ecosystem:
TVCs & DVCs
Digital films, reels, and social creatives
Outdoor hoardings and store-front branding
In-store screens, bridal floors, and visual systems
Print and promotional brand collateral
The campaign was planned for 365 days, strategically developed and executed within four months, and later Kalamandir jewellers expanded into multiple editions (2.0 & 3rd Edition) making Saj Dhaj Ke a repeatable wedding IP, not a seasonal promotion.
Creative Credits
Concept, Direction, Production & Editing: Aman Sukhadia
Master Photography (Emotion Capture): Sarin Bhakta
Cinematography: Winstone Jose
Production Execution: Siddharth Vardhan Chaudhry & Cinesta Team
Performances By: Shraddha Danger, Kashish, Mina Kashyap
lyrics by: Rees Maniyar
Original composed by: Mehul Surti
Brand Impact
Saj Dhaj Ke repositioned Kalamandir Jewellers as:
A bridal brand that understands dreams before designs
Jewellery that carries family emotion, not just craftsmanship
A lifelong wedding partner, not just a jeweller
The campaign stands as a benchmark for transforming a bridal collection into a living brand platform rooted in emotion, trust, and legacy
Snaps From the Project
Behind The Scenes
“Saj Dhaj Ke became much more than a campaign for us it evolved into a living brand IP. Cinesta translated bridal jewellery into emotion, legacy, and experience, creating a platform that resonates with brides and families year after year.”
Kalamandir Jewellers
