MUMBAI: Kalyan Jewellers, a jewellery brand has released a new campaign ad to mark the auspicious occasion of Chhath Puja. The 58-second short format digital campaign features the company’s regional brand ambassador Kinjal Rajpriya in an avatar, wherein she transitions from a minimalistic look to a traditional Indian attire, effectively addressing the preferences of the modern woman while respecting established traditions. Celebrating the festival, this looks to carry forward the legacy of Kalyan Jewellers’ #TraditionOfTogetherness by showcasing familial bonds, while also highlighting the company’s deep understanding of today’s evolving consumer preferences.
The campaign ad introduces the phrase ‘Kalyan Ka Hai’, a message that that the company says resonates with its values of trust, faith, and confidence—qualities that have strengthened Kalyan Jewellers’ bond with its customers nationwide. It aims to symbolise the trust enjoyed by the company from its consumer base hailing from different cultures and backgrounds.
As a part of this festive campaign, Kalyan Jewellers introduces a limited-edition jewellery piece inspired by Chhath Puja. This design looks to symbolise the essence of the festival, reflecting elements like the rising sun, diya and rituals associated with Chhath, capturing the devotion and purity of this celebration in exquisite craftsmanship. The specially designed jewellery pieces are crafted to resonate with the cultural richness of Chhath Puja, offering patrons an opportunity to carry a piece of tradition with them.
The jewellery brand added that it has consistently positioned itself at the forefront of celebrating region-specific ethos and traditions, particularly during festive seasons. The brand focusses on hyperlocal marketing to resonate with diverse cultural narratives. Its campaigns have aimed to reflect the rich tapestry of India’s traditions. Kalyan Jewellers added that it looks to foster a deep connection with its customers by honouring regional customs and values.
Kalyan Jewellers has also announced offers, giving patrons the opportunity to enjoy savings on their jewellery purchases, which includes up to 50% off on making charges all jewellery items. Apart from this, the Kalyan Special Gold Board Rate – which the company claims is the lowest in the market and standardised across all company showrooms – will also apply.
