Wednesday, 31st January 2007 (4386 views)

Lavish movie productions in Bollywood are increasingly calling upon gold jewellery to add glamour to the set, the latest being the forthcoming film Jodha Akbar.

Highlighting the popularity of Bollywood in terms of its impact on jewellery, D'damas recently launched a contemporary gold collection inspired by the Indian film industry.

High profile Indian films such as Guru, Vivaah and Salaam-e-Ishq have all included jewellery placements intersected with the action on the screen and D'damas' Bollywood Gold ensemble advertising campaign is fronted by actress Minissha Lamba.

With the intention of generating increased sales from movie lovers associating the jewellery items with film stars, Tanishq of Titan Industries advertised its range with a collection used in Amol Palekar’s movie Paheli.

Tanishq vice president of retail Mr V Govindraj told the India Times: "We are designing the jewellery for the upcoming Hrithik-Aishwarya [film] Jodha-Akbar. Earlier, our Paheli range was immensely successful. [These] kind of in-movie placements where the jewellery is in-sync with the storyline are a huge hit with the consumers."

Jodha Akbar relieves the tale of the Mughal king emperor Akbar and his relationship with wife Jodha Bhai. The film stars Aishwarya Rai and Hrithik Roshan, two of Bollywood's biggest names.

 

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