Bollywood actors Shraddha Kapoor and Amrita Rao have struck a cultural chord with audiences through a new digital campaign for jewellery brand Palmonas, blending mid-2000s nostalgia with contemporary brand storytelling.
The campaign revives the iconic ‘Jal lijiye’ moment from Rao’s 2006 film Vivah, cleverly recontextualising the line to spotlight Palmonas’ jewellery. The familiar reference, paired with Kapoor’s presence as both brand co-founder and campaign face, has helped the video gain strong traction across social media platforms.
What stands out is the chemistry between the two actors, which audiences have described as a rare and refreshing crossover between two distinct Bollywood eras. For Palmonas, the collaboration underscores a growing trend in advertising where pop-culture memory and influencer-led narratives are used not just for visibility, but to spark conversation and cultural relevance.
Watch the ad here:
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