ARCHIVEBhima Jewellery Marks a Century of Trust With a Single Film
Bhima Jewellery's 'Bhima marks 100 glorious years' is a single-film television commercial produced in India in January 2026 by Turrino India, celebrating the brand's centenary and announcing the grand opening of its new showroom in Rajapalayam on 11 December 2024 at 9:30 a.m.
Bhima Jewellery is one of South India's most enduring jewellery retail brands. The campaign operates simultaneously on two registers: institutional storytelling that frames a hundred years of commerce as a journey of trust and excellence, and a hard retail trigger that drives foot traffic to a specific new location. That dual ambition — brand myth and store launch compressed into a single film asset — is the defining structural choice of the campaign. In the India jewellery market, where emotional resonance and occasion-led purchasing are primary purchase drivers, anchoring a new store opening to a centenary narrative is strategically coherent. The film was submitted to industry archives eight days after publication, according to Clapboard.
The campaign was developed by Turrino India, with Anil Nair serving as CEO and Vivek Prabhakar as Chief Creative Officer, and produced by Adsflo Worldwide Pvt. Ltd. It is classified under the Film medium and contains one media asset, per Clapboard. The geographic market is India, with the specific retail event anchored to Rajapalayam in Tamil Nadu. Bhima's centenary itself was marked across multiple events in December 2024, including celebrations in Thiruvananthapuram that reportedly generated a single-day turnover of ₹200 crore, including more than 250 kilograms of gold, according to reporting cited by thebhimajewellery.com. The TVC sits within that broader centenary communications architecture, lending the Rajapalayam opening the full weight of a hundred-year brand occasion.
ARCHIVEBhima Jewellery's strategic position rests on heritage. In the India jewellery market, trust and provenance are purchase-decision variables of the first order, and few brands in the organised sector can substantiate a claim of a hundred continuous years of operation. That longevity is not merely a brand story — it is a competitive differentiator in a market that includes formidable national chains such as Tanishq, owned by Titan Company and widely regarded as the dominant organised-sector player in India, and Malabar Gold and Diamonds, which competes aggressively across South India — precisely Bhima's core geography.
The India gems and jewellery market was valued at approximately USD 108.9 billion in 2025, comprising roughly USD 81.2 billion in domestic retail and USD 27.7 billion in exports, growing at an 8.50 percent compound annual growth rate, according to Ken Research. A separate estimate from Fortune Business Insights places the India jewellery market at USD 85 billion in 2025, projected to reach USD 154 billion by 2032, growing at an 8.86 percent CAGR. In a market expanding at that pace, established regional brands must justify incumbency while simultaneously signalling relevance to newer consumers entering the category.
Bhima's broader communications strategy reflects this tension. As reported by Creative Brands Magazine and archived on Clapboard, Bhima appointed actor Pooja Hegde as its first-ever brand ambassador in 2022, after 97 years of operating without a celebrity face. The 2023 campaign 'Fall in Love With Diamonds from Bhima', also created by Turrino India, featured Hegde and was directed at a younger, contemporary audience. The 2026 centenary film represents a deliberate return to institutional heritage messaging — proof that Bhima is managing a dual-track strategy: modernity through celebrity, and authority through longevity. The Rajapalayam store opening provides the centenary TVC with commercial purpose rather than pure image-building.
Sreedev Chandrabhanu directed the film for Adsflo Worldwide Pvt. Ltd. The production team assembled for this single-asset campaign is notably large, reflecting the scale Bhima attached to the centenary communication. Shivendu Kudalkar served as Director of Photography, Sunil George as Production Designer, and Priyanjoli Basu as Costume Stylist — a combination that signals a deliberate investment in period-accurate or ceremonially elevated visual language appropriate to a hundred-year brand narrative.
Music composition was handled by Keethan Shivanathan, with Antony Pallipattu as Sound Recordist and Livingston Mathew as Offline Editor. Grade was completed by Vineesh Vijayan at Studioskwer. The presence of a dedicated storyboard artist — Arosh Thevadathil — in the credits indicates a pre-production process that emphasised visual planning rather than improvisation on set, consistent with the tonal gravity a centenary film demands. Executive Producer Sreedevi Jayaram and Producer Rohith Krishnan oversaw production logistics for Adsflo Worldwide, with Musthafa Nazar as Production Manager.
On the agency side, Creative Director Pratheesh Narayan led the creative execution under Chief Creative Officer Vivek Prabhakar and CEO Anil Nair at Turrino India, as documented on Clapboard and corroborated by LinkedIn. Casting was supported by Aneesh Impulse Model Management and Casting Nation, and the costume and makeup teams — including Feature Cast Costume Stylist Athira Muralidharan and Hair and Makeup lead Sheena — indicate a multi-character, visually layered production rather than a simple product showcase. The choice to frame the narrative as a journey of trust and excellence, per the production's own description cited on thebhimajewellery.com, places storytelling at the centre of the creative approach, with the Rajapalayam store-opening detail functioning as the commercial payload delivered inside a brand mythology wrapper.
Bhima Jewellery's centenary celebrations produced a commercially measurable outcome independent of the TVC itself. Bhima's centenary event in Thiruvananthapuram on 11 December 2024 generated a reported single-day turnover of ₹200 crore, including more than 250 kilograms of gold, according to thebhimajewellery.com. That figure speaks to the brand's retail strength during the centenary period, though it cannot be attributed to the Rajapalayam TVC in isolation.
No verified performance data specific to the 'Bhima marks 100 glorious years' film — including view counts, reach figures, or attribution metrics — is publicly available, per Clapboard. The film has not recorded verified award wins at Cannes Lions, Effies, The One Show, D&AD, the Clios, the Webby Awards, or WARC Awards, according to Clapboard's research.
Clapboard assigns this campaign a score of 56 out of 100. That score reflects competent professional execution — a well-resourced production, a coherent strategic rationale, and a clear dual purpose — without reaching the level of creative distinction that earns higher marks. The campaign's structural effectiveness lies in its economy of purpose: one film carries both a hundred-year brand claim and a precise retail call to action for a specific showroom on a specific date. In the India jewellery sector, where television remains a primary channel for premium brand communication, that economy is a practical strength. The film does not attempt to reinvent Bhima's voice; it consolidates it at a moment when consolidation, not disruption, is the appropriate strategic register for a brand turning one hundred.
Bhima Jewellery's centenary campaign is a single television commercial published in India in January 2026 by Turrino India. It celebrates Bhima's hundred-year heritage while announcing the grand opening of the brand's new showroom in Rajapalayam on 11 December 2024 at 9:30 a.m., produced by Adsflo Worldwide Pvt. Ltd.
Turrino India created the campaign with CEO Anil Nair, Chief Creative Officer Vivek Prabhakar, and Creative Director Pratheesh Narayan leading the work. Adsflo Worldwide Pvt. Ltd. produced the film, with Sreedev Chandrabhanu directing and Shivendu Kudalkar as Director of Photography, as documented on Clapboard.
Clapboard assigned the campaign a score of 56 out of 100. The score reflects competent professional execution and a coherent dual-purpose strategy — combining brand heritage storytelling with a specific retail store-opening call to action — without reaching the level of creative distinction that earns higher recognition.
Bhima appointed Pooja Hegde as its first brand ambassador in 2022, signalling modernity after 97 years without a celebrity face, according to Creative Brands Magazine. The 2026 centenary TVC deliberately returns to institutional heritage messaging, showing Bhima managing a dual-track strategy across its India communications.
India's gems and jewellery market was valued at approximately USD 108.9 billion in 2025, growing at an 8.50 percent CAGR, according to Ken Research. Bhima competes in this market against national chains including Tanishq and Malabar Gold and Diamonds, with its South India presence as a core geographic stronghold.
No verified award wins for the campaign have been recorded at Cannes Lions, Effies, The One Show, D&AD, the Clios, the Webby Awards, or WARC Awards, according to Clapboard. The film was published in January 2026 and contains one media asset classified under the Film medium in the India market.
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