Rajlaxmi Jewellers has partnered with the recently released action thriller Toxic, starring Yash, Kiara Advani and Tara Sutaria, as the film’s official jewellery partner. The association gives the Patna-based retailer an opportunity to integrate its jewellery into the film while extending the partnership into its retail stores.

As part of the collaboration, jewellery from Rajlaxmi Jewellers features in select scenes in Toxic. The pieces were specially developed for the film after the production team sought lightweight jewellery. Rajlaxmi created designs that combined the lightweight requirement with intricate detailing before manufacturing the pieces for the project.

The retailer has also launched a 10-day in-store activation centred on the film association. The initiative brings the Toxic partnership into the showroom, allowing customers to engage with the campaign while shopping across jewellery categories.

Adding a purchase-led element, customers buying jewellery from Rajlaxmi Jewellers during the activation will receive movie tickets as part of the initiative. The retailer is using the film association to move beyond brand visibility and create a direct connection between cinema, store visits and customer engagement.

“Our objective was to connect Rajlaxmi Jewellers with Bollywood and use the visibility offered by a film association to build greater awareness for the brand,” said Nikhil Raj, Director, Rajlaxmi Jewellers. He added that the association could help the Patna-based brand reach audiences beyond its existing market.

According to Raj, the association has already generated enquiries about the brand’s connection with Toxic, including interest from its wholesale business. The retailer plans to assess the impact of the initiative more closely through similar activities in the future.

Rajlaxmi Jewellers currently operates one retail store in Patna, alongside two gold wholesale and two silver wholesale businesses.