Retail Jeweller

BYOJ: Khimji Jewellers’ latest campaign roots for women to express their individuality through jewellery

Featuring popular Odia actor and long-time brand ambassador Prakruti Mishra, the campaign’s core objective is to connect with the modern, self-reliant woman — someone who invests in herself and celebrates her own existence
Bhubaneswar: Leading Odisha jewellery house Khimji Jewellers has launched its latest campaign — #BYOJ: Buy Your Own Jewellery – featuring popular Odia actor and long-time brand ambassador Prakruti Mishra. Known for her strong connect with the youth in Odisha, Mishra is a fitting face for the campaign’s empowering message: ‘Celebrate yourself’. Timed around Akshaya Tritiya, the campaign positions jewellery not just as a festive purchase, but as a personal milestone in a woman’s journey.

The campaign video re-imagines the traditional jewellery-buying experience by encouraging women to take charge – not just of their style, but of their lives. The underlying message is simple yet powerful. Be it buying a ring as a reward or a necklace to mark a personal achievement, Khimji Jewellers is all for women to own their journey and their jewellery.
The main visuals spotlight Mishra wearing Khimji’s gold and diamond necklace sets, rings and bangles. Influencer collaborations extend the campaign’s narrative by showcasing a broader spectrum – including silver and fashion jewellery – to attract a wider and younger audience.
The core objective behind the campaign is to connect with the modern, self-reliant woman – someone who invests in herself and celebrates her individuality. “This campaign reflects our brand’s evolving vision,” said Sumeet Khimji, Director, Khimji Jewellers. “It’s about celebrating self-expression, intelligent investing, and redefining jewellery beyond the idea of gifting.”
The multi-platform campaign has been rolled out across television, print media, digital platforms, theatres and CRM channels including WhatsApp, Truecaller and emailers. On-ground activations such as OOH, pole kiosks, gate arches, and Point of Sale Material (POSM) installations are also part of the marketing mix.
Khimji Jewellers has also planned social media contests tied to the campaign, leveraging Prakruti Mishra’s fan following to amplify visibility and spark conversations around self-purchase of jewellery and empowerment.
Founded in 1936 by Shri Khimji Dayabhai, Khimji Jewellers has a rich legacy rooted in Odisha.
Headquartered in Bhubaneswar, the brand currently operates nine stores across the State, including four in the capital city itself.