Nagpur-based Rokde Jewellers has unveiled a new brand identity through a campaign featuring actors Riteish Deshmukh and Genelia Deshmukh, as the retailer looks to expand beyond Vidarbha into markets across India.

The campaign is built around the brand philosophy “From the Heart of India, to the Hearts of India”. According to the company, the repositioning is intended to retain its existing heritage while making the brand relevant to younger consumers and customers across geographies.

Paras Rokde, Director, Rokde Jewellers, said the campaign reflects the company’s focus on relationships and Indian values. “At Rokde Jewellers, we believe that trust and relationships are built across generations. That is exactly what our new brand identity stands for—celebrating timeless values while embracing the future.”

The campaign is being rolled out across outdoor advertising, newspapers, cinema, social media, YouTube, Connected TV and OTT platforms, including JioHotstar, ZEE5 and Star Pravah.

Rokde said the campaign follows its plans to take the business beyond its established Vidarbha market. The company currently operates six stores in Nagpur and one in Bhandara.

“While Rokde Jewellers has built an extraordinary legacy in Vidarbha over the last 124 years, our vision is to take this legacy to customers across the country,” Paras Rokde said.

The retailer said the campaign’s teaser phase generated digital engagement, while the subsequent rollout resulted in increased showroom footfalls and enquiries. Rokde has positioned the campaign as part of its longer-term national expansion strategy.