Kushals, one of India’s leading fashion jewellery brands, has announced the appointment of film actors Sanya Malhotra and Priyanka Mohan as its new brand ambassadors. The partnership marks a significant step for the brand as it continues to expand its appeal among modern women seeking a blend of tradition and contemporary style.
According to a company release, the collaboration is designed to reflect Kushals’ core philosophy of celebrating individuality and self-expression through fashion jewellery. Known for its extensive range of fashion and silver ornaments, the brand has positioned itself as a destination for style-conscious consumers who value versatility in their accessories.
Kushals stated that its latest campaign featuring the two actors aims to connect emotionally with women who see jewellery as a form of personal expression. Through its collections, the brand seeks to redefine the concept of everyday adornment, presenting pieces that transition seamlessly from festive wear to casual looks.
Collaboration Highlights Spirit
Speaking about the announcement, Manish Gulechha, Co-founder of Kushals Fashion and Silver Jewellery, said that both Sanya Malhotra and Priyanka Mohan embody the modern woman’s confidence and individuality. “Their authenticity and elegance perfectly represent our vision of celebrating every woman’s uniqueness with carefully crafted designs,” Gulechha said.
The company shared that the campaign, which introduces a series of short digital films, is intended to bring a fresh, playful energy to the world of fashion jewellery. Each film illustrates the brand’s creative storytelling approach, showcasing fun and light-hearted situations that reveal a love for jewellery as the underlying theme.
In one of the campaign films, actor Priyanka Mohan is seen attending a colourful South Indian wedding, joyfully displaying multiple jewellery pieces from her personal Kushals collection. The narrative captures her excitement and mirrors the brand’s spirit of expression, versatility, and festive charm.
Joy of Expression
Another campaign film stars Sanya Malhotra, portraying an upbeat character lighting up a lively house party. As per the company, the sequence highlights how Kushals’ zircon jewellery transforms her appearance and exudes modern glamour, aligning with the brand’s belief that jewellery can uplift mood, confidence, and personality.
Sharing her views on the association, Sanya Malhotra described her excitement about working with the brand. She said that fashion jewellery should be fun, effortless, and contemporary, adding that Kushals’ designs successfully blend elegance with comfort. “Every piece feels light and beautifully balances tradition and modern sensibilities,” she said.
Priyanka Mohan echoed similar sentiments, noting that the brand stands out for its focus on craftsmanship and current trends. She said that the versatility of Kushals jewellery makes it an integral part of today’s fashion culture. “Each creation is stylish, easy to wear, and complements every look,” she said.
Expanding Footprint
Industry observers suggest that Kushals’ new campaign is positioned not only to strengthen its national reach but also to reinforce its identity as an inclusive brand catering to diverse customer groups. The company has been expanding its retail presence across India through a mix of standalone stores and online platforms.
According to the brand statement, Kushals has achieved over 40 percent growth in the past year and plans to open 300 stores in the coming years. Executives believe that the collaboration with prominent film personalities will enhance the brand’s visibility and appeal among younger audiences across urban and regional markets.
The fashion jewellery market in India has seen rapid transformation over the past few years, driven by the rise of digital discovery and social media influence. Brands are increasingly adopting creative campaigns and relatable brand ambassadors to connect with consumers seeking authenticity and aspirational style.
With the new campaign showcasing both Sanya Malhotra and Priyanka Mohan, Kushals aims to highlight the celebratory, spontaneous, and expressive essence of its collections — jewellery that inspires women to embrace their personal style in everyday life.
