Bhima Jewellery Marks a Century With Here's to 100 Years of Timeless Purity
Bhima Jewellery's 2025 film campaign 'Here's to 100 Years of Timeless Purity', created by Turrino India and directed by Harsha MG, marks the brand's centenary by positioning Bhima as a multigenerational custodian of gold purity and craftsmanship across the Indian jewelry market.
Bhima was founded in 1925, according to the brand's own documented history, placing its hundredth year squarely in 2025. The campaign was published in India in March 2025 and comprises a single film asset — a deliberate formal choice that concentrates the centenary message into one unified cinematic statement rather than dispersing it across a broader media mix. The film's title doubles as its proposition: purity is not merely a product attribute but the organising principle of a century's worth of consumer trust.
In India, where gold jewelry carries cultural, ceremonial, and financial weight simultaneously, a brand's ability to claim heritage is commercially significant. Bhima has built its identity around the word 'purity' for years, and this campaign extends that platform into centenary territory. The creative agency Turrino India, led by CEO Anil Nair and Chief Creative Officer Vivek Prabhakar, developed the film as both a retrospective and a forward-looking declaration — acknowledging what the brand has stood for while signalling continuity into its next hundred years. The Clapboard Score for this campaign is 63 out of 100, reflecting competent craft and clear strategic intent within a category where emotional differentiation is increasingly competitive.
Gold occupies a structural role in Indian consumer life that has no direct equivalent in Western markets. India is consistently one of the world's largest consumers of gold jewelry, a position underscored by the World Gold Council, which tracks Indian demand as a primary driver of global gold trade flows. For a brand like Bhima, operating in branded fine jewelry with a concentration in gold, the centenary moment offers a rare strategic opportunity: it transforms a calendar milestone into proof of endurance, and endurance into the most persuasive argument a jewelry brand can make in the Indian market.
Turrino India's strategic continuity with Bhima is itself a signal of intent. As documented across trade sources including Star of Mysore and Manifest Media, Turrino developed Bhima's 2022 'Own the Power of Purity' campaign and was retained for the 2025 centenary film — an agency relationship spanning approximately three years. That retention suggests the 'purity' platform has performed as a durable brand organiser rather than a short-cycle creative idea. The 2025 film consolidates rather than reinvents, deepening an existing equity rather than pivoting to chase new positioning.
Bhima operates in a competitive branded jewelry landscape in India where Tanishq, a Tata enterprise and one of India's most recognised jewelry brands, commands significant share of voice and retail footprint, and where Malabar Gold and Diamonds competes aggressively on scale and regional penetration. Against these rivals, Bhima's centenary positions heritage as a differentiator that neither competitor can replicate at the same chronological depth in 2025. According to Indian Retailer, Pooja Hegde was appointed as Bhima's first brand ambassador in its then ninety-seven-year history in April 2022, signalling that the brand was already in a phase of deliberate modernisation before this centenary campaign arrived.
Harsha MG directed the centenary film for Bhima Jewellery, with cinematography handled by director of photography Raghav Aditya. The production was executed by Film Dojo, with producers Murali Govindan and Arun Francis overseeing physical production and Ananthu Chandrababu serving as creative producer. The film's single-asset format is not an economy of scale — it is a creative argument. A centenary demands weight, and weight in film is achieved through compression rather than volume.
Production designer Sunil George and costume stylist Sucheta Mittra shaped the visual world of the film, grounding it in the material textures associated with Indian gold jewelry — ceremony, adornment, and the domestic rituals in which fine jewelry changes hands across generations. The casting, handled by Launchpad, and the music composed by Nikhil Thomas work in concert with sound design by Neville George to build an emotional register that is contemplative rather than celebratory in the conventional advertising sense. This is a film about time, not about transactions.
The post-production team — with offline editing by Livingston Mathew, colour grading by Pratik Mahesh, and VFX contributions from Abhishek, Vishnu, and Midhun — gives the film a considered, polished finish. Chief Creative Officer Vivek Prabhakar and Creative Director Pratheesh Narayan at Turrino India oversaw the creative direction, ensuring the film's visual language remained aligned with Bhima's established 'purity' platform rather than departing into spectacle. The restraint is purposeful: in Indian jewelry advertising, where excess is a temptation, choosing understatement is itself a creative position.
Verified third-party performance data for the Bhima 'Here's to 100 Years of Timeless Purity' campaign is not publicly available from trade press sources including Campaign, Ad Age, Adweek, The Drum, or Contagious, and no mainstream news reviews of the March 2025 film have been identified. The campaign has not appeared in publicly documented award shortlists as of the time of writing.
Archive engagement on Clapboard shows approximately 700 views, 4 likes, and 0 comments, figures that reflect early-stage archival indexing rather than a comprehensive measure of the film's reach across Indian digital and broadcast channels. These numbers should not be read as audience response data — they are a narrow slice of professional community attention within a creative archive context.
What the structural evidence does support is the campaign's strategic coherence. According to Best Media Info, Bhima reported approximately two hundred crore rupees in single-day turnover in the Trivandrum district during its centenary period — a commercial signal, even if not directly attributable to this specific film. The film's creative foundation is sound: a single, well-produced asset, a consistent brand platform extended over three years with the same agency, and a centenary occasion that gives the purity narrative its most credible historical grounding yet. The Clapboard Score of 63 out of 100 places the campaign in competent territory — purposeful and well-crafted, but without the creative risk or cultural disruption that would push it into landmark status.
Bhima Jewellery's 'Here's to 100 Years of Timeless Purity' is a centenary film campaign published in India in March 2025. Created by Turrino India and directed by Harsha MG, it marks Bhima's hundredth year in business and extends the brand's long-running purity platform into a milestone narrative rooted in generational trust and gold craftsmanship.
Turrino India created the Bhima centenary campaign. The agency, led by CEO Anil Nair and Chief Creative Officer Vivek Prabhakar, had previously developed Bhima's 2022 'Own the Power of Purity' campaign, according to trade sources including Star of Mysore and Manifest Media, establishing a creative relationship of approximately three years before the centenary film launched.
Bhima Jewellery was founded in 1925, making 2025 its hundredth anniversary year. The brand is based in India and has built its identity around gold purity and consumer trust across a century of trading. The centenary campaign directly references this timeline, positioning one hundred years of operation as the brand's most compelling proof point.
Harsha MG directed the film, with Raghav Aditya as director of photography and Film Dojo as the production company. Producers Murali Govindan and Arun Francis oversaw physical production. Music was composed by Nikhil Thomas, with sound design by Neville George — a full creative team assembled specifically for this single-asset centenary film.
The Bhima 'Here's to 100 Years of Timeless Purity' campaign received a Clapboard Score of 63 out of 100. This places it in competent creative territory — the film demonstrates clear strategic intent and polished craft, but does not reach the level of cultural disruption or creative risk associated with higher-scoring work in the Indian jewelry advertising category.
Bhima uses its hundred-year founding date as a differentiator that neither Tanishq nor Malabar Gold and Diamonds can match chronologically in 2025. Rather than competing on retail scale or celebrity reach, the campaign anchors Bhima's claim in historical depth — framing a century of purity as the most verifiable form of brand trust available in the Indian fine jewelry market.
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