Shaya by CaratLane’s Shreya Ghoshal Bet on Identity
The silver jewellery brand pairs its eighth-anniversary campaign with a singer whose childhood payal story becomes the brand strategy.
Shaya by CaratLane has named singer Shreya Ghoshal as its brand ambassador. The announcement coincides with the silver jewellery brand’s eighth anniversary and centres on a campaign called ‘Stories Written in Silver’. The story is less about celebrity and more about identity: silver as part of everyday style and personal expression, not an occasional luxury.
The ambassador is the message
Ghoshal’s value goes beyond reach. In the campaign, she draws on her own history with jewellery. She recalls a childhood payal as the first piece she owned, and says silver never felt like an occasion piece, ‘just something that’s quietly always been there’. That memory becomes the creative spine.
Business head Ajith Singh frames the fit in character terms. He points to the way Ghoshal moves across languages, genres and generations while remaining ‘unmistakably herself’. That is also how Shaya wants to read: individualistic, Indian and modern at once.
Why this fit matters
From a self-congruity lens, consumers gravitate to brands whose image matches their self-concept. A credible ambassador gives that idea a face. Here the personal payal story does something sharper: it reclassifies silver from a formal asset to a quiet everyday companion. The product gets a mental slot before the brand pushes distribution.
The jewellery category often falls back on occasion-led advertising. Shaya’s campaign is a reminder that everyday ritual can be a stronger positioning tool. If silver is what women return to daily, the brand becomes a habit, not a treat.
What Shaya is working with
Founded in 2018, Shaya sells 925 silver jewellery across ethnic and everyday designs. It has 12 exclusive stores, a presence in more than 100 CaratLane stores and over 2,000 designs. The brand plans to reach 400 CaratLane stores by the end of the financial year. That expansion makes the story more important: the narrative has to carry the same meaning at scale.
What marketers can borrow
- Use the ambassador’s earliest product memory as campaign evidence rather than decoration.
- Match the ambassador’s cultural versatility to a consistent brand character, not just audience reach.
- Reframe the category from occasion to daily ritual before widening distribution.
The signing is a useful test of ambassador strategy. A famous name is table stakes. The differentiator is whether the person’s own story gives consumers a reason to reclassify the product.
Source: Afaqs!
