Mumbai: Kalyan Jewellers, one of India’s largest and most preferred jewellery brand has launched its all new digital campaign for the festive Diwali season. The campaign ‘Dil Roshan Toh Diwali Roshan’ features Kalyan Jewellers’ global brand ambassador and Bollywood star Katrina Kaif with the regional brand ambassadors for key markets, Wamiqa Gabbi, Kinjal Rajpriya, Pooja Sawant and Ritabhari Chakraborty.
The #DilRoshanTohDiwaliRoshan digital campaign showcases the essence of long-standing Indian traditions, cultures and rituals that have been followed through generations. The videos encapsulate the various customs and traditions such as lighting up the house with diyas, wearing new clothes, gifting jewellery and celebrating the festival of lights with family and friends. The videos depict candid moments which are a common sight during the various festivities.
Speaking about the Diwali campaign Mr. Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers said, “We have focused heavily on digital campaigns this season and allotted around 30% of marketing budgets into this. Our campaign videos focused on the concept of ‘Sisterhood’ featuring three friends in a celebratory mode – lighting diyas, gifting jewellery or exchanging Diwali sweets. Music inspired by region specific folk tunes play a key role in highlighting the brand’s concept of hyper-localisation.”
Kalyan Jewellers had recently signed up four new regional celebrities as the face of the brand in key markets of Gujarat, Maharashtra, Punjab and West Bengal. These regional celebrities are featured in the short videos alongside Bollywood diva Katrina Kaif. This is the first time the celebrities are seen sharing screen space for this campaign. The jewellery brand also has campaign videos featuring Tamil superstar Prabhu Ganesan, Telugu style icon Akkineni Nagarjuna, Malayali heartthrob Manju Warrier and Kannada megastar Shivarajkumar representing the brand in other key states.
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