The film uses the duo’s real-life relationship to create an authentic narrative and make the service relatable to family jewellery-buying decisions
Thrissur: Kalyan Jewellers has released a new advertising film featuring brand ambassador Kalyani Priyadarshan and her mother Lissy Lakshmi, centred on its old gold exchange service. The film uses a mother-daughter conversation around a wedding to highlight how customers can exchange existing gold jewellery and use it to get a new piece.
The campaign follows the mother-daughter duo’s discussion in which Lissy Lakshmi’s character tells her daughter that she has bought a necklace with matching earrings for the occasion. The conversation then turns to an older piece of jewellery, with the daughter explaining that gold already owned by the family can be exchanged for a new design.
The film communicates that old gold does not have to remain unused. Pieces such as broken chains, single earrings and bangles that are no longer worn can be taken to Kalyan Jewellers and exchanged for new jewellery. The campaign also states that customers can exchange gold purchased from any jeweller at Kalyan Jewellers.
Casting of a real-life mother-daughter pair gives the campaign an authentic narrative. Rather than presenting the service through a direct product explanation, the ad film places the conversation within a familiar household setting, where decisions around jewellery are discussed between family members.
The campaign also marks an on-screen collaboration between Lissy Lakshmi and Kalyani Priyadarshan, with the former commenting on her experience of working with her daughter on the film, describing the opportunity to play her reel mother while being her real mother as a moment she would cherish.
For Kalyan Jewellers, the campaign places old gold exchange within its wider customer communication around jewellery purchase. This approach can help customers who hold unused or inherited jewellery but may want to update it for current occasions.
The campaign is being promoted through the brand’s digital channels, giving the ad film an opportunity to reach audiences beyond its traditional retail footprint. The use of a recognized real-life mother-daughter pairing also creates authentic content that can be shared across social media while keeping the focus on the jewellery exchange journey.
Headquartered in Thrissur in Kerala, Kalyan Jewellers is one of India’s largest jewellery retailers, with a network of 400+ showrooms across India, the UAE, Kuwait, Qatar, Oman, the USA and the UK. The company operates a multi-brand portfolio spanning Kalyan Jewellers, Candere Lifestyle Jewellery and Akshaya Thanga Maligai.
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