The ad uses an engaging storyline to showcase products like diamond earrings while linking jewellery to personal moments
Mumbai: Candere, the lifestyle jewellery brand from the House of Kalyan Jewellers, has launched a new video advertising campaign featuring its brand ambassador Shah Rukh Khan, who has been associated with the brand since May 2025. The campaign is centred on its solitaire jewellery range and highlights how jewellery is positioned as part of everyday occasions and personal moments.
The video presents a store interaction where Shah Rukh Khan visits a Candere outlet to seek jewellery gift solutions for a difficult personal situation. The narrative unfolds through a series of exchanges between the actor and store staff, introducing different product options such as a tennis bracelet and a charm bracelet. The storyline builds around the idea of selecting jewellery based on context, eventually directing attention towards solitaire earrings.
The campaign features products including Ellen diamond earrings and Jaicee diamond earrings, which are positioned within the broader solitaire category. Through the narrative, the brand links its product range to situations that call for jewellery gifting, focusing on how jewellery is used in personal communication.
Candere has used a conversational format in the advertisement to present its offerings, with Shah Rukh Khan’s presence aimed at strengthening brand recall and connecting with a wider audience. The messaging centres on positioning solitaire jewellery as a choice for moments that require expression without words.
The campaign is part of Candere’s ongoing marketing approach to build visibility across digital platforms and reach customers through video-led content. By integrating product placement within a storyline, the brand seeks to engage viewers while also directing attention to specific categories within its portfolio.
With this campaign, Candere continues to use celebrity-led communication to support its positioning in the jewellery market, while also encouraging customer engagement with its solitaire range across retail and online channels.
Candere is an omni-channel lifestyle jewellery brand from the house of Kalyan Jewellers. With a growing retail presence and 115 stores across India, Candere offers a seamless shopping experience through both its online platform and retail outlets.
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