MUMBAI: It's a casting coup of sorts. Home-grown jewellery brand Malabar Gold & Diamonds has brought together on screen for the first time ever, sisters Kareena Kapoor Khan and Karishma Kapoor.

They will share screen time in Malabar’s latest multi-media campaign created by Havas India for its enchanting fancy shaped-diamond collection – the ‘Allure’ range.

The television commercial starring the Bollywood divas would be supported through innovations in social media and other digital platforms by Havas Media Group who is also handling the integrated media duties of Malabar Group. The commercial has been directed by Vivek Kakkad of Curious Films.

“Intricately carved and passionately designed, the Allure collection is an ideal possession for the quintessential diamond connoisseur. We are targeting evolved customer profiles, typically ladies across age groups, who know their diamond and appreciate finer subtleties in design,” said MP Ahammed, Chairman, Malabar Group of Companies in a statement.

Nima Namchu, Chief Creative Officer, Havas India said – “When you have a great product, the campaign often writes itself. As it did in the case of this irresistible collection. In the crowded space of jewellery advertising, we expect this one to stand out. Both for an insight that will resonate with every diamond lover and the charming performances of the sisters.”

Arindam Sengupta, President - West & South, Havas India added – “Kareena has been a Malabar Gold and Diamonds’ ambassador for a while. But the irresistible allure of this fancy shaped diamond collection drew in Karishma too.”

The Allure collection of fancy cut diamonds is the latest offering from its exclusive diamond brand MINE."