Hyderabad: PMJ Jewels has announced the launch of its
limited-edition Superstar Bracelet 2.0, with Telugu cinema superstar
Mahesh Babu as the campaign face.
The bracelet is scheduled to launch on 31st May 2026 and has
been introduced through a father-focused campaign line, “My Dad, My Superstar.”
The communication positions the product as a luxury men’s jewellery piece
designed for gifting, particularly around the emotional theme of celebrating
fathers.
Mahesh Babu’s presence gives the campaign a strong premium
and regional identity. One of Telugu cinema’s most recognised stars, he carries
a long-standing “superstar” image across South Indian audiences. PMJ Jewels
uses this association to connect the product name with both celebrity stature
and the idea of honouring a father as the “superstar” of the family.
According to the brand’s communication, the Superstar
Bracelet 2.0 is engineered with precision, crafted in solid gold and set
with hand-set diamonds. The design is presented as a bold men’s accessory with
a focus on masculine elegance.
The campaign also reflects PMJ Jewels’ attempt to strengthen
the men’s jewellery segment through celebrity-led storytelling. Rather than
positioning the bracelet only as a fashion product, the brand has linked it
with status, emotion and occasion-led luxury gifting.
The campaign communication, shared through Instagram, has drawn early consumer interest, with users enquiring about pricing and booking details in the comments. PMJ Jewels has opened pre-booking through its website and customer contact channel ahead of the limited-edition release.
