Through the campaign, the brand links the values of sport with personal expression and aims to connect with audiences who closely follow the cricket players
Thrissur: Kalyan Jewellers has launched a Women’s Day video campaign featuring cricketers Smriti Mandhana, Shreyanka Patil and Lauren Bell as part of its association with Royal Challengers Bengaluru Women (RCB Women). The campaign connects the brand with cricket-loving audiences and positions jewellery within conversations around confidence, identity and personal expression.
The initiative is part of Kalyan Jewellers’ partnership with RCB Women as the team’s official style partner for the Women’s Premier League 2026, which took place from January 9, 2026to February 5, 2026. Through this association, the brand aligns itself with a franchise that has contributed to the development and visibility of women’s cricket in India.
The video campaign highlights the journeys of the three players and reflects on the challenges women face when stepping into spaces traditionally defined by expectations. Through the narrative, the campaign presents jewellery as part of everyday identity rather than only for occasions.
The video features a message that reads, “They gave her labels. Soft. Feminine. Safe. Familiar. She chose the pitch. Stood her ground. Played. And changed the game. And we are just getting started.”
Through the campaign, Kalyan Jewellers links the values of sport with personal expression and aims to connect with audiences who closely follow the Women’s Premier League and its athletes. The campaign is being rolled out across digital and social media platforms, allowing the brand to reach viewers who engage with cricket content and sports personalities online.
By associating with players who are visible figures in the league, the brand strengthens its cultural presence within the sporting ecosystem while expanding its reach among younger audiences. The collaboration also supports wider conversations around women’s participation in sport and public life.
Headquartered in Thrissur in the State of Kerala, Kalyan Jewellers is one of the largest jewellery retailers in India. It operates 450+ showrooms across India, the Middle East, the UK and the USA.
Retail Jeweller India News
