Kalyan Jewellers approaches Bengali New Year ‘Poila Boishakh’ with ad based on poetic banter ‘Kabi Gaan’

The ad film stars brand ambassador Ritabhari Chakraborty, and depicts new beginnings and enduring relationships through the lens of Bengali traditions, while showcasing the brand’s jewellery. It underscores Kalyan Jewellers’ penchant for weaving local narratives into its brand story-telling

Kolkata: Leading jewellery retailer Kalyan Jewellers has approached the upcoming Bengali New Year or ‘Poila Boishakh’ with a digital campaign based on the beloved folk genre of story-telling called ‘Kabi Gaan’, a lyrical form of poetic banter. The ad film stars brand ambassador Ritabhari Chakraborty, and depicts new beginnings and enduring relationships through the lens of Bengali traditions.

The brand takes the stance that as ‘Poila Boishakh’ heralds the Bengali New Year, it also signifies a deeply traditional and auspicious time for gold purchase. In the ad, this sentiment is brought out through a playful exchange between a couple engaged in ‘Kabi Gaan’. It highlights the couple’s bond through with and warmth, and ends in the husband presenting the wife with a piece of jewellery from Kalyan Jewellers.

Bridging heritage with evolving sensibilities, the film underscores Kalyan Jewellers’ penchant for weaving local narratives into its communication, as the brand continues to champion regional celebrations and stories that resonate with local communities.

Upholding its commitment to purity and transparency, Kalyan Jewellers offers its signature 4-Level Assurance Certificate with every piece of jewellery, encompassing purity certification, lifetime maintenance, transparent product details and secure exchange and buy-back policies.

As the brand expands its global footprint, it continues to deliver meaningful experiences through its legacy of craftsmanship and trust, turning everyday moments into personal milestones. For the imminent Bengali New Year, Kalyan Jewellers invites everyone to welcome ‘Poila Boishakh’ with joy, tradition, and togetherness.

Kalyan Jewellers has a total of 388 showrooms, comprising 278 Kalyan Jewellers showrooms in India, 36 in the Middle East, one in the United States, and 73 Candere showrooms in India. The company has ambitious plans for the new fiscal year, targeting the launch of 170 new showrooms, to make its jewellery accessible to a wider customer base.

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