National Award-winning actor Manasi Parekh is the new face of Malabar Gold & Diamonds’ latest campaign, aimed at promoting responsible and transparent gold purchasing.
Parekh will represent the brand for two years, connecting with national and international Gujarati audiences.
The campaign, directed by Viral Shah, another National Award-winning talent known for films like Kutch Express and Golkeri, marks Malabar’s first Gujarati-centric campaign. It features Parekh adorned in an exquisite range of jewellery, from traditional gold to contemporary rose gold diamond designs, across relatable scenarios like baby showers, bridal celebrations, and conversations about gold purchases. These moments highlight the emotional and practical significance of buying from a trusted source.
Parekh said, “I’m thrilled to be part of Malabar Gold & Diamonds’ campaign. I love how this campaign emphasizes honesty and transparency, helping people feel confident about the gold they’re buying. Each piece I wore felt special, not just for its beauty but for the trust it symbolizes. I’m proud to contribute to this important narrative, celebrating quality and integrity—values that are close to my heart and, I believe, resonate with so many of us.”
Malabar Group chairman MP Ahammed said, “We selected Manasi Parekh for this campaign because of her strong cultural roots in Gujarat, which makes her a perfect face for our brand among Gujarati customers. Renowned for her impactful work in both television and film, Manasi resonates across generations, adding broad appeal to our campaign. Her alignment with Malabar Gold & Diamonds' values of responsibility and authenticity strengthens our message around fair pricing and ethical practices. Her warm, approachable presence naturally opens up a conversation about Malabar’s commitment to transparent gold buying, making this campaign genuinely meaningful to the people of Gujarat and the diaspora worldwide.”
Malabar Group further emphasizes its commitment to social responsibility by allocating 5% of its profits to ESG (Environmental, Social & Governance) initiatives, focusing on health, housing, education, environmental sustainability, hunger eradication, and women empowerment.
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