Men’s jewellery ads emerge as new creative frontier

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For decades, Indian jewellery advertising revolved around brides, bangles, and tradition. But the rise of men’s jewellery is rewriting the codes. With the global market projected to grow from $48.5 billion in 2024 to $75.9 billion by 2034, brands see a cultural and creative opening.

Agencies and marketers are moving away from clichés — avoiding both hyper-masculine tropes and overly feminised portrayals. “Our job is not to tell men who they should be, but to show them they already carry layers,” said Kanishka Garg, Co-founder of Salty. Its brand Salty Alpha pulls from hip hop, skate culture, and Y2K aesthetics, creating campaigns that feel raw, gritty, and lived-in rather than polished.

Tyaani Jewellery by Karan Johar has leaned into cinematic storytelling, presenting rings and chains as symbols of personality and power. Campaigns like Forces of Tyaani frame jewellery as identity, not accessory. In South India, Vinsmera Jewels’ Mohanlal campaign went viral by showcasing the actor in a softer, playful light — juxtaposing gravitas with vulnerability.

The new creative rulebook positions jewellery as lifestyle and self-expression. Subtle minimalist rings are designed for first-time buyers, while bold designs and chaotic energy appeal to fashion-forward men. Sneha Iype of Nirvana Films said, “An ad cannot convert ideology. If it makes you think, feel, or share, it has done more than its job.”

Underlying these campaigns are strong market signals: urban style-conscious men driving adoption, platinum and titanium gaining traction, and social media fueling discovery through DTC brands.

Men’s jewellery ads are no longer niche. They have become a cultural laboratory where masculinity is fluid, layered, and unapologetically individual.