Bhima Kattappana
Gold That Grows from the Land
Client:Bhima Jewellery
The Challenge
With a proud legacy dating back to 1925, Bhima Jewellery was no stranger to South Indian households. But when it came to launching a branch in Kattappana—a tier-3 agrarian town nestled in Idukki—it needed more than just brand power. The challenge was cultural alignment: how do you make a legacy brand feel local in a place rich with its own identity, language, and rhythms?
The Insight
Product innovation met emotional storytelling. To appeal to all age groups, especially children, flavored juice concentrates were introduced. This small yet strategic shift transformed the product from a soda machine into a source of joy and refreshment. For many Malayalis, the idea of flavored soda at home was still novel—this gave the product new life.
The Shift
Sravia crafted a visually immersive campaign that honored the soil it spoke to. A 50-second ad film followed a young female traveler stranded in Kattappana after a car breakdown. With time to spare, she wanders through the lush terrain, marveling at golden-hued crops—cardamom, pepper, and more. The magic? The crops gleam like gold. As the film concludes, Bhima’s beloved animated mascot appears with a warm invitation to the new store, accompanied by the catchy jingle: “Sahyande swantham aayi Bhima” (Bhima, now the beloved of the Sahya hills).
The Strategy
Sravia stepped in to reposition Mr. Butler as a beloved household essential. The 1994 campaign featured veteran actor Thilakan once again, this time as a warm grandfather visiting his daughter and grandchildren. When served a soft drink, he’s charmed by its taste and surprised to learn it wasn’t store-bought, but homemade. His closing line— “Let me take this one. Tell your father to buy a new one” was a clever, humorous twist that made the message stick.
The Impact
The response was immediate and overwhelming. Opening day saw massive footfall, pre-booking sales exceeded expectations, and the store’s entire 10-day inventory was sold out in a single day. The campaign didn’t just launch a store—it planted Bhima’s roots deep into Kattappana’s soil.
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