ACPL Exports forays into D2C with TrueSilver, unveils new campaign

ACPL Exports has launched TrueSilver, its first D2C, digital-first silver jewellery brand, created for millennials and Gen Z. The brand unveiled its campaign film, ‘Stay True to Yourself’, which celebrates individuality and positions silver not as an accessory for special moments, but as a constant companion for everyday wear. The campaign reflects TrueSilver’s belief that jewellery should mirror who you are, not who you are expected to be.

Speaking on the launch, 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.”

The Stay True to Yourself campaign will roll out across digital-first touchpoints, with a strong presence on social media platforms. Anchored by the campaign film, the narrative will be extended through short-form videos, platform-native content, and creator collaborations. 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. Each piece is crafted in BIS-hallmarked 925 sterling silver. The jewellery is available on the brand website as well as on leading marketplaces such as Amazon and Myntra.

The “Stay True to Yourself” philosophy is about embracing the real, evolving you.