Campaign film
A campaign video shoot with Harshal and Chetali as the faces of the launch.
Case study 04 Aevum Diamond & Platinum
Jewellery Launch
Making a new jewellery brand impossible for Rajkot and Morbi to ignore.
The brief
Aevum, a new jewellery and platinum brand, wanted to launch its flagship stores in Rajkot and Morbi with enough scale, aspiration and local relevance to become a citywide talking point.
The creator mandate
Build strong awareness before the launch · Give the new brand an instantly recognisable face · Establish Aevum's premium yet contemporary positioning · Bring the city's most relevant voices into the brand's ecosystem · Turn launch-day excitement into sustained social conversation
The challenge
A new jewellery brand needed more than reach. It needed faces the city already knew, trusted and welcomed into its everyday life.
The idea
We Almost Chose A National Celebrity. Then, We Chose Local Relevance.
A pan-India celebrity could have brought instant recognition. But for a new brand launching first in Rajkot and Morbi, familiarity within the market mattered more than fame outside it. That led us to Harshal and Chetali, one of Gujarat's and India's most prominent couple-creator duos, with a deeply engaged audience in Rajkot.
Outdoor
Outdoor hoardings carrying the couple across the city.
Social
Social media content running through the launch window.
Launch day
Launch-day appearances and amplification from the couple and the invited creators.
The creative connection
A Platinum Couple For An Everyday Platinum Collection.
Celebrities are seen occasionally. Creators like Harshal and Chetali are watched, followed and engaged with every day. That everyday familiarity made them the right faces for Aevum's contemporary platinum range, jewellery designed not only for grand occasions, but for everyday expressions of togetherness. Instead of borrowing national fame, we plugged Aevum into local influence.
The creator community
Alignment with Aevum's premium identity · Content quality and personal credibility · Relevance to jewellery, fashion and lifestyle audiences · Potential for a longer-term relationship
For the launch event we deliberately avoided an open-door, mass-influencer approach. The objective wasn't to fill the venue with every creator in Rajkot. It was to begin building the right creator ecosystem for Aevum.
The Content Didn't End With The Deliverables.
- 60+Creators Hosted
- 47.95M+Content Pieces
- 1.98M+Reach
- 38.2K+Earned Mentions
- 01Established locally relevant faces for a completely new brand
- 02Extended the campaign from social media to outdoor visibility
- 03Created strong creator-led conversation around the launch
- 04Generated additional organic content beyond contracted deliverables
- 05Built a curated creator network for future collaborations
- 06Positioned Aevum as premium, contemporary and rooted in its home market
With more than 5,000 people invited to the grand launch, including a curated set of local creators, the event became a high-visibility social moment for the new brand. Thoughtful creator hosting and relationship management encouraged guests to share beyond their committed deliverables, resulting in additional Stories, posts and Reels from the launch.
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