Client Overview
Muliya Gold & Diamonds is a heritage jewellery brand built on over 80 years of trust across Karnataka, known for its craftsmanship and its deep, personal relationships with customers. When Muliya came to us to refresh its brand identity after 15 years, the goal wasn’t just a new look. It was to make that legacy feel current and emotionally relevant to a new generation, which we delivered through a new logo, mascot, and the “Creating Happiness” positioning. As part of the ongoing social media partnership that followed, we designed Faces of Muliya to carry that emotional intent forward, moving beyond product promotion to make the community itself part of the brand story.
The Challenge
Jewellery campaigns tend to follow the same playbook: polished models, flawless lighting, and product front and center. It works, but it rarely makes anyone feel personally connected to the brand. For Muliya, we saw an opportunity to break that pattern. Rather than pitching another conventional shoot, we proposed a campaign built around real people from the community itself.
Our objective was clear
- Move beyond stock-model aesthetics and build content around authentic, local faces
- Create a campaign audiences could see themselves in, not just look at
- Turn passive viewers into active participants in the brand’s story
Our Approach
We opened a public call inviting aspiring models from the community to audition to become “the face of Muliya.” The campaign was run entirely through social channels, framed as an open opportunity rather than a traditional casting call, which drove organic interest and turned applicants into brand advocates before the photoshoot even happened.
- Ran a social-first open call for aspirant models
- Shortlisted candidates from the applicant pool
- Produced a full brand photoshoot starring real, local participants
Results
By making its own audience the face of the brand, Muliya turned a content campaign into a community event, generating buzz, imagery, and goodwill no traditional photoshoot could replicate.
