Article Details

Circumstantial Study of Indian Cultural values through Jewellery adds of Kalyan Jewellers, Malabar Gold and Diamonds | Original Article

Surbhi Goswami*, in Journal of Advances and Scholarly Researches in Allied Education | Multidisciplinary Academic Research


The study is done to find out how Indian culture is portrayed through Jewelry advertisements by selecting Kalyan Jewelers and Malabar Gold as case studies. A total of ten commercials during the time period 2013 to 2017 have been analyzed five commercials each. Malabar Gold Diamonds is the first jeweler in India to focus on wedding jewelry, and at the same time, has taken steps towards preserving and promoting the many wedding traditions across the country. Content analysis has been used as the method of analysis on the basis of six parameters namely the advertisement appeal, communication style, cultural attributes, characters and roles represented, reflection and the theme. Keywords Indian culture, jewelers.