Mumbai: Ahead
of the auspicious day of Gudi Padwa, Kalyan Jewellers launched a heart-touching
campaign featuring their brand ambassador for Maharashtra, Pooja Sawant, a
popular Marathi actress. Embracing the festive spirit of the Marathi New Year,
the campaign rightly expressed the beautiful sentiments of the occasion and
portrayed the sensitive relationships within Indian households in a poignant
manner. Sister-in-laws are not often believed to share a cordial relationship,
but breaking stereotypes, the campaign highlighted a beautiful bond
strengthened through the exchange of Kalyan’s exquisite jewellery.
Celebrated at the onset of spring, Gudi
Padwa marks the New Year for many communities in Maharashtra and is considered
an auspicious day for new beginnings. Many people traditionally purchase gold
and other luxury assets on this occasion. In Kalyan’s campaign, Pooja Sawant is
seen gifting the brand’s exclusive jewellery to her sister-in-law—a token of
affection that reflects a bond which, over the years, has evolved into one
resembling that of sisters. Showcasing the brand’s distinctive Maharashtrian
jewellery—the necklace, rings, nath, earrings and bangles—the campaign
concludes on a beautiful note, where Sawant along with the two other characters
is seen worshipping the Gudi, tied on a bamboo with bright silk cloth and a
kalash, symbolising victory and resilience—a sign of prosperity, protection,
and the welcoming of a new cycle of life.
Hadquartered in Thrissur, Kerala, Kalyan
Jewellers is known for its exclusive jewellery collections and has expanded
across India, the USA and the Middle East, with a retail network of over 388
showrooms across these regions.
