Bhima Jewellers' centenary film campaign, created by Turrino in India, celebrates 100 years of trust and purity through a heritage-rooted cinematic narrative.
ARCHIVEBhima Jewellers Marks 100 Years of Trust and Purity in India
Bhima Jewellers' centenary campaign is a single-film brand story produced in India in January 2026 by creative agency Turrino, designed to honour 100 years of the jeweller's founding promise of trust and purity across generations of Indian consumers.
Bhima is one of South India's most enduring jewellery institutions. Founded a century ago and headquartered in Thiruvananthapuram, Kerala, the brand has built its identity not on fashion cycles but on an unwavering commitment to gold purity and familial trust — values that resonate deeply across the Indian jewellery market. The centenary provided a rare creative mandate: to translate a hundred years of lived consumer experience into a single piece of film that could speak universally without reducing the brand's heritage to a catalogue of facts.
The campaign carries the formal title "Celebrates 100 Glorious Years of Trust and Purity" and was published in India in January 2026. It was created for Bhima Gold by Turrino, with digital agency T1D supporting the campaign's digital deployment. The film constitutes the sole media asset of the campaign, placing the entire creative and strategic weight on a single cinematic experience. Turrino's own description of the brief acknowledges both the privilege and the pressure involved, framing the work as a celebration of a brand the agency had grown up with — simultaneously as consumers and as creative partners. The campaign received a Clapboard Score of 64 out of 100, reflecting competent heritage storytelling within a competitive creative field. In the Indian market, where jewellery carries profound cultural, ceremonial, and intergenerational significance, a centenary film is never merely an advertisement — it is an act of public memory.
ARCHIVEBhima's centenary campaign is rooted in a strategic insight that distinguishes heritage from nostalgia. Heritage makes a claim on the present; nostalgia retreats from it. Turrino's creative brief, as described on the campaign's submission page, sought to capture Bhima not as a relic of the past but as a custodian of generations — a brand whose value compounds over time in the same way gold does.
In India, jewellery occupies a position unlike almost any other consumer category. According to Insights Dsij In, plain gold jewellery and coins represent approximately 85 percent of India's jewellery market value, underscoring the degree to which gold functions as both cultural expression and financial instrument across the country. According to globalbrandsmagazine.com, India's jewellery market was valued at approximately US$94 billion in 2025 and is projected to grow at a compound annual rate of around 6.5 percent through to 2033. Within this expanding market, legacy brands like Bhima compete directly with national chains such as Tanishq and Kalyan Jewellers, both of which have invested heavily in television and digital brand-building over the past decade. Against competitors with significant pan-India marketing infrastructure, Bhima's differentiation lies precisely in its depth of regional trust and its century-long presence in Kerala.
The strategic choice to centre the campaign on a film — rather than a multi-channel promotional push — reflects confidence in the brand's emotional equity. According to bhimajewellery.com, the brand reported approximately ₹200 crore in single-day turnover across its three Thiruvananthapuram showrooms during centenary celebrations, alongside sales of more than 250 kilograms of gold and 400 carats of diamonds. Bhima further stated, as reported by Indianjeweller In, that this result was achieved without spending on conventional marketing activities, suggesting the centenary campaign served as a cultural event rather than a sales driver in the traditional sense.
The creative execution of Bhima's centenary campaign is deliberate in its restraint. The film does not present a timeline of milestones or a parade of product. Instead, as described by the agency in the campaign submission archived on adsoftheworld.com, Turrino chose to take the narrative to the very heritage of India itself — celebrating it in the most universal of ways. The agency's instruction to the audience is notable: put on your headsets and enjoy. The experience is positioned as something to be felt, not decoded.
Director Shai Samtaney leads the visual direction of the film, with cinematography by Tassaduq Hussain Mufti. The combination of these two collaborators signals an intention to treat the film as a piece of craft cinema rather than a conventional commercial. Music composition is attributed to Naozad Patel, whose score is positioned as integral to the sensory experience the agency explicitly invites the viewer into. Editing is credited to Ajay Das. The production was executed by production house Jungle, with executive producers Rudra Mawani and Rajdeep Rahi overseeing the physical production.
On the agency side, Chief Creative Officer Vivek Prabhakar and Creative Director Pratheesh Narayan shaped the conceptual framework, with CEO Anil Nair leading the broader agency relationship and client servicing handled by Gayathri Anil. This is not the first collaboration between Turrino and Bhima Gold. As documented on adsoftheworld.com, the agency created a lightweight jewellery campaign for Bhima in May 2023, featuring actor Pooja Hegde as brand ambassador. The centenary film represents a decisive tonal shift from that campaign's fashion-forward energy toward something more meditative and legacy-driven — a creative evolution consistent with the gravity of the 100-year milestone. The campaign was featured in Muse by Clio's global advertising roundup in January 2026, according to musebyclios.com, with editorial framing that positioned Bhima as a brand associated with cherished memories across generations.
No independent third-party verified performance data for the centenary film's viewership, reach, or engagement is publicly available at the time of writing. However, the commercial context surrounding the campaign provides meaningful structural evidence of the brand moment the film was designed to amplify.
According to bhimajewellery.com, Bhima reported approximately ₹200 crore in single-day turnover across three Thiruvananthapuram showrooms during its centenary celebrations. According to indianjeweller.in, sales exceeded 250 kilograms of gold and 400 carats of diamonds on the centenary event day. Bhima described this result as a Guinness World Record, as reported by indianstartuptimes.com, though no independently verified Guinness World Records entry has been identified in available public sources. Bhima also stated, as reported by indianjeweller.in, that the result was achieved without conventional marketing expenditure — a claim that, if accurate, positions the centenary cultural moment rather than paid media as the primary demand driver.
The film was archived by adsoftheworld.com as a January 2026 India campaign and was included in the Muse by Clio global editorial roundup for that period, according to musebyclios.com, representing meaningful earned creative industry visibility for a regional Indian jewellery brand. The campaign receives a Clapboard Score of 64 out of 100, reflecting a campaign that succeeds in emotional framing and production ambition but stops short of the conceptual distinctiveness that would elevate it into the top tier of centenary brand films globally. In the Indian market, where legacy and emotional resonance carry particular commercial weight, the structural alignment between the film's values and Bhima's documented consumer trust represents its most durable asset.
Bhima's centenary campaign is a single heritage film created by Turrino and published in India in January 2026. It marks 100 years of the jeweller's founding promise of trust and purity. The film was directed by Shai Samtaney and featured in the Muse by Clio global advertising roundup, according to musebyclios.com.
Turrino created the Bhima centenary campaign, with T1D serving as digital agency. Turrino had also created Bhima's May 2023 lightweight jewellery campaign featuring Pooja Hegde, as documented on adsoftheworld.com, establishing a relationship spanning approximately two years and eight months before the centenary film was produced.
Bhima reported approximately ₹200 crore in single-day turnover across three Thiruvananthapuram showrooms, according to bhimajewellery.com. Sales exceeded 250 kilograms of gold and 400 carats of diamonds on the centenary day, as reported by indianjeweller.in. Bhima stated this was achieved without conventional marketing expenditure.
Shai Samtaney directed the Bhima centenary film, with cinematography by Tassaduq Hussain Mufti. Music was composed by Naozad Patel. The production was executed by production house Jungle, with Vivek Prabhakar serving as Chief Creative Officer and Pratheesh Narayan as Creative Director at Turrino, as documented on adsoftheworld.com.
Bhima's centenary film foregrounds 100 years of regional trust and purity rather than pan-India scale, directly differentiating from competitors Tanishq and Kalyan Jewellers. In India's jewellery market, projected to grow at approximately 6.5 percent annually according to globalbrandsmagazine.com, emotional heritage offers Bhima a durable positioning competitors cannot replicate through media spend alone.
The Bhima centenary campaign received a Clapboard Score of 64 out of 100. The score reflects competent heritage storytelling and strong production craft, including direction by Shai Samtaney and cinematography by Tassaduq Hussain Mufti, while indicating the film falls short of the conceptual distinctiveness marking the highest-scoring centenary brand films globally.
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