Kalyan Jewellers introduces the tagline ‘Kalyan Ka Hai’ in Chhath Puja campaign

The 58-second short format digital campaign features the company’s regional brand ambassador Kinjal Rajpriya, and carries forward the legacy of the brand’s #TraditionOfTogetherness proposition

Mumbai: The auspicious occasion of Chhath Puja that was celebrated recently saw leading retailer Kalyan Jewellers releasing a new digital ad campaign in which it introduced the tagline ‘Kalyan Ka Hai’. According to the company, it is a message that resonates with its values of trust, faith and confidence, and further strengthens the bond with its customers across the country. The campaign aims to symbolise the trust enjoyed by the company from its consumer base cutting across different cultures and backgrounds.

The 58-second digital campaign features the company’s regional brand ambassador Kinjal Rajpriya and depicts her transitioning from a minimalistic look to a rich one in traditional Indian attire. It carries forward the legacy of Kalyan Jewellers’ #TraditionOfTogetherness proposition for festivals by showcasing familial bonds, while also highlighting the company’s deep understanding of today’s evolving consumer preferences. The campaign addresses the preferences of the modern woman while respecting established traditions.

Along with the festive campaign, Kalyan Jewellers also introduced a limited-edition jewellery piece inspired by Chhath Puja. It aims to capture the essence of the festival, reflecting elements like the rising sun, diya and rituals associated with Chhath, and portrays the devotion and purity of this celebration through craftsmanship. The jewellery pieces represent the cultural richness of Chhath Puja, and give customers an opportunity to carry it along with them.

Kalyan Jewellers has always positioned itself at the forefront of celebrating region-specific ethos and traditions, and has sought to forge a deep connection with its customers by honouring regional customs and values. The brand relies on hyperlocal marketing to identify with specific cultural narratives, and aims to reflect the rich tapestry of India’s traditions through its campaigns.

Headquartered in Thrissur in the State of Kerala, Kalyan Jewellers is one of the largest jewellery retailers in India with a significant presence in the Middle East. It has expanded its reach by focusing on both major metropolitan areas and Tier-II and Tier-III cities across India. It offers an array of traditional and contemporary jewellery designs in gold, diamonds and precious stones catering to the distinct needs of customers. The brand now has over 200 stores nationwide as well as a strong presence in the Middle East, with locations in the UAE, Qatar, Oman and Kuwait.

Retail Jeweller India News