ACPL Exports, a name synonymous with India’s global silver jewellery manufacturing and exports, has forayed into the domestic direct-to-consumer space with the launch of TrueSilver, a digital-first jewellery brand tailored for millennials and Gen Z consumers. The brand is built around authenticity, self-expression, and effortless everyday style.
Marking its entry, TrueSilver has unveiled its debut brand film titled ‘Stay True to Yourself’. The campaign captures a cultural shift in how modern consumers perceive jewellery, positioning silver not as an occasional adornment, but as a daily extension of one’s identity. Through a minimal, contemporary visual language, the film highlights individuality, ease, and personal expression, aligning silver with everyday living.
The brand film is currently live across Instagram, Facebook, YouTube, and LinkedIn, anchoring a wider digital-first rollout.
Commenting on the launch, Vandana Bhalla, CMO, TrueSilver by ACPL Exports, said the brand draws from ACPL’s legacy of silver craftsmanship while reimagining silver for modern lifestyles. She noted that Stay True to Yourself reflects the brand’s philosophy of purity, contemporary design, and relevance, creating jewellery that feels personal and seamlessly integrated into daily routines.
The campaign will be amplified through short-form videos, platform-native storytelling, and creator collaborations, designed to drive discovery and engagement among younger audiences.
TrueSilver’s debut collection includes lightweight, contemporary silver jewellery such as bracelets, rings, earrings, pendants, and chains. Crafted in BIS-hallmarked 925 sterling silver, the pieces are designed for versatility, transitioning effortlessly from work to social settings.
Available via the brand’s website and marketplaces like Amazon and Myntra, TrueSilver blends heritage craftsmanship with a modern, digital-first consumer experience.
