The film captures the emotional value of jewellery in Bengali households, and how it links the past and the present
Kolkata: Kalyan Jewellers has unveiled a new digital campaign to mark ‘Poila Boishakh’, the Bengali New Year. Featuring actor Ritabhari Chakraborty, the film is a heartfelt ode to Bengal’s cultural identity bringing together nostalgia, craftsmanship and the enduring legacy of traditions passed down through generations.
At the heart of the film is a tender interaction between Ritabhari and a young boy, centred around the iconic ‘Talpatar Sepai’, a traditional palm-leaf toy that reflects Bengal’s artistic roots. As the moment unfolds, the toy becomes a subtle symbol of the region’s craftsmanship and cultural memory, drawing a connection between childhood nostalgia and the finesse of handcrafted gold jewellery.
The narrative then moves to a poignant moment where an elder presents a gold necklace, capturing the emotional value of jewellery in Bengali households. It reflects how jewellery often carries personal histories, passed down through generations as an enduring link between the past and the present.
Built around the theme ‘Oitijhyer Choway Notuner Boron’ (welcoming the new with a touch of tradition), the campaign reinforces Kalyan Jewellers’ positioning at the intersection of cultural legacy and contemporary relevance. The brand also showcases a curated range of traditional designs inspired by Bengal’s intricate craftsmanship and grand aesthetic sensibilities.
With this campaign, Kalyan Jewellers invites consumers to celebrate the spirit of Poila Boishakh by embracing jewellery not just as adornment, but as a living expression of heritage and story-telling.
Headquartered at Thrissur in Kerala, Kalyan Jewellers is one the largest jewellery retailers in India with a presence in the Middle East and the USA. It has 388+ showrooms across India, the USA and the Middle East.
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