ACPL Exports unveils TrueSilver with ‘Stay True to Yourself’ campaign
For decades, ACPL Exports has shaped India’s presence in the global silver ecosystem by crafting, manufacturing, and exporting silver jewellery across international markets. Today, it took a decisive step to launch TrueSilver, its first D2C, digital-first silver jewellery brand, created for millennials and Gen Z that values authenticity, self-expression, and effortless style.
TrueSilver unveiled its campaign film, ‘Stay True to Yourself’, which captures the cultural shift shaping today’s jewellery choices. Through a minimal, modern visual language, the film celebrates individuality and positions silver not as an accessory for special moments, but as a constant companion for everyday wear. At its heart, the campaign reflects TrueSilver’s belief that jewellery should mirror who you are, not who you are expected to be.
Vandana Bhalla, CMO, TrueSilver by ACPL Exports, said: “TrueSilver is positioned at the intersection of authenticity and modern living. Rooted in ACPL Exports’ legacy of silver craftsmanship, the brand reimagines silver as an everyday expression of self rather than an occasional indulgence. Stay True to Yourself reflects this philosophy, bringing together purity, contemporary design, and a digital-first approach to create jewellery that feels personal, relevant, and seamlessly woven into how people live today.”
The Stay True to Yourself campaign will roll out across digital-first touchpoints, with a strong presence on social media platforms where today’s audiences discover and engage with brands. Anchored by the campaign film, the narrative will be extended through short-form videos, platform-native content, and creator collaborations that bring the brand’s philosophy to life in everyday contexts. Designed for discovery, interaction, and shareability, the campaign aims to build a consistent, relatable presence for TrueSilver across social platforms.
The debut TrueSilver collection focuses on lightweight and contemporary everyday silver jewellery, spanning bracelets, rings, earrings, pendants, and chains. Designed to be versatile and easy to style, the collection moves seamlessly from workdays to weekends, from personal moments to shared experiences, making silver an effortless part of daily self-expression rather than an occasional indulgence.
As a digital-first brand, TrueSilver offers a seamless online discovery and shopping experience. From intuitive online discovery to a seamless browsing and buying experience, the brand reflects modern purchasing behaviour where convenience, transparency, and trust matter as much as design. Each piece is crafted in BIS-hallmarked 925 sterling silver, reinforcing the brand’s commitment to certified purity and quality. The jewellery is available on the brand website as well as on leading marketplaces such as Amazon and Myntra.