Mysore/Mysuru: Malabar Gold & Diamonds, one of the largest gold and diamond retail chains in the world, has kicked off the 9th edition of its Brides of India campaign with a special wedding theme song titled #MakeWayForTheBride which depicts the grand entry of brides, the hallmark of modern-day Indian weddings. 

The wedding anthem, released in an aesthetically shot 3-minute video that has already garnered two million views on social media platforms within the first 48 hours, features celebrity Brand Ambassadors of Malabar Gold & Diamonds, Anil Kapoor and Kareena Kapoor along with brides from diverse regions of the country. 

The Brides of India-2021 wedding anthem has been conceptualised by the creative agency Dentsu India and developed by some of the highly gifted and supremely talented professionals from the world of celluloid. Directed by Kookie Gulati, who has also directed movies such as the Abhishek Bachchan-starrer The Big Bull, the anthem also boasts of Amit Roy, who was Director of Photography (DoP) for Love Aaj Kal as DoP, Piku-fame Anupam Roy as music composer and Vicky Donor-fame writer Juhi Chaturvedi as lyricist.

The shorter versions of the wedding anthem will be played on television channels and OTT platforms as an advertisement. The full version of wedding anthem will be aired on select TV channels and streamed on digital platforms. The campaign will exclusively be streamed on digital platforms in the first week and will be aired on television and occupy print media space afterwards. 

The wedding anthem theme song video shows brides from various States such as Kerala, Karnataka, Tamil Nadu, Andhra Pradesh, Telangana, Punjab, Maharashtra, Bengal, etc., entering the wedding arena in the grandest possible manner, thus breaking the stereotypes and conventional practices.

Malabar Group Chairman M.P. Ahammed said, “The Brides of India Campaign is our tribute to the new-age brides and their awe-inspiring individuality. Over the last ten years, Brides of India has played a pivotal role in showcasing our versatility in catering to all bridal jewellery needs from all around the country. The theme of Brides of India-2021 encourages all to make way for the bride. Because this is her moment, it’s her big day, and she’s here to own it ! She’s here to shine and make sure the world knows it. With the launch of Brides of India-2021 campaign, we celebrate the brides who choose to make the big day all about her. With designs that cater to varied sensibilities of new-age brides across regions, there is something unique for every bride to complement her unique entry.”