Mumbai, May 23, 2025 – In a landmark moment for regional branding, Malabar Gold & Diamonds, one of the world’s largest and most trusted jewellery retailers, has unveiled its first-ever brand campaign in Odia – "Amara Porampara Amara Malabar". The campaign features Odisha’s beloved superstar Sabyasachi Mishra, celebrating the deep emotional and cultural connect Odias share with gold across life’s milestones.
Narrated by Sabyasachi Mishra and visually brought to life through rich storytelling, the campaign follows a young girl’s journey from birth to marriage, highlighting gold’s integral role in cherished Odia customs such as Pooja, Annaprasan, Raja Festival, and Wedding. It captures gold jewellery not merely as an adornment, but as a sacred symbol of blessing, tradition, and celebration – a constant in life’s most meaningful moments.
With this campaign, Malabar Gold & Diamonds reiterates its commitment to "Purity Beyond Shine"—a reflection of the brand’s pillars of ethical sourcing, transparency, craftsmanship, and trust. It also marks the brand’s deeper integration into the cultural fabric of Odisha, where it already has a strong retail presence with stores in Bhubaneswar, Cuttack, Angul, Rourkela, Berhampur, and Sambalpur.
The campaign is being rolled out extensively across television, digital platforms, cinema screens, and in-store displays, aiming to position Malabar Gold & Diamonds as the preferred bridal jeweller and the most trusted jewellery brand among Odias worldwide.
Sabyasachi Mishra expressed his pride in the collaboration:
“I feel honoured to represent the rich traditions of Odisha in this beautiful campaign. Gold holds a sacred place in every Odia household—it’s present in our prayers, blessings, and celebrations. This campaign, deeply rooted in our culture, truly reflects the values of trust and craftsmanship that Malabar Gold & Diamonds stands for.”
MP Ahammed, Chairman of Malabar Group, shared his thoughts:
“Odisha’s artistic and cultural legacy deserves to be honoured in every way. With Sabyasachi Mishra’s immense popularity and value-driven image, he was the natural choice for this tribute to Odia traditions. This campaign is a celebration of purity, heritage, and the timeless bond between gold and our most treasured memories.”
