Bhima Jewels Campaign Celebrates Women Who are Real Gold of Every Home

Bhima Jewels has unveiled its latest campaign, 'Bangaram Ante Bhima' (If it's gold, it's Bhima), a heartfelt ode to the women who are the true Bangaram—or gold—of the house. Rooted deeply in the cultural fabric of Andhra Pradesh and Telangana, the campaign brings alive the region's cherished bond with gold and honours the women who make every home shine.

At the heart of the campaign is the layered meaning of Bangaram in Telugu—while it translates to gold, it's also a term of deep endearment used for someone precious. This campaign leans into this emotional duality, positioning Bhima Jewels as the choicest Bangaram for the Bangaram of the home.

Fronting the campaign is Telugu superstar and cultural icon Ram Charan, who effortlessly embodies the brand's pride, grandeur, and warmth.

"'Bangaram Ante Bhima' isn't just a campaign. It's a grand celebration of Andhra Pradesh and Telangana's love for gold," said Abhishek Bindumadhav, managing director, Bhima Jewels. "And leading this spectacle is our brand ambassador, Ram Charan. Everything has come together beautifully in this campaign, from breath taking jewellery to larger-than-life festivities."

FCB Ulka conceptualised the campaign, which has been crafted with a sharp cultural lens and designed to resonate across the Telugu heartland. It is now live across TV, digital, and social platforms in Andhra Pradesh and Telangana.

Suchitra Gahlot, national creative director, FCB Ulka, said, "In a world full of declarations, this one is deeply personal. 'Bangaram Ante Bhima' is a love letter to the women who are the heart of every home. The challenge was to craft something emotionally rich yet culturally effortless. When language, emotion, and celebrity come together this seamlessly—it's magic.