Mumbai: India’s leading jewellery brand, Kalyan Jewellers, has rolled out a new digital brand campaign featuring actor Regina Cassandra. The film embodies the festive spirit of the Tamil New Year and reflects on the age-old traditions practised by families to mark the harvest festival.
Set against a rural backdrop, this 40-second Pongal ad film beautifully captures the ethos of the Tamil region; their inclusivity, generosity of spirit, and warmth extended towards guests and strangers alike.
Cassandra effortlessly personifies today’s Tamil woman, embracing tradition and sharing her knowledge of it with visiting friends. In a true representation of the Atithi Devo Bhava concept, the family welcomes their guest, a foreigner, and introduces her to their culture. Dressed in a saree and adorning the timeless maanga maalai and kemp stone temple jewellery from Kalyan Jewellers, she is not only welcomed but also encouraged to actively participate in the celebrations.
Talking about the campaign ad, Kalyan Jewellers executive director Ramesh Kalyanaraman said, “As we announce the launch of our Pongal ad campaign, we are thrilled to celebrate this joyous festival with our patrons. Pongal is a time for family and friends to come together, rejoicing the New Year, and our campaign film captures the fun and festive spirit of the occasion. It is a testament to the cultural nuances and regional ethos of Tamil Nadu, and we extend our New Year wishes to our patrons on this auspicious occasion.”
Celebrating the occasion in unique style, the jewellery brand has announced up to 25 per cent off on wastages for all jewellery purchases as well as a flat Rs 148 off per gram on gold rate. Customers can avail the exciting range of offers along with benefits of Kalyan’s 4-Level Assurance Certification on their jewellery purchases, ensuring a seamless service-backed shopping experience. The one-of-its-kind offers are valid until 31 January 2023 across Kalyan Jewellers’ showrooms in India.
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