Amitabh @80: A walk down memory lane with Kalyan Jewellers

Way back in 2012, when Kalyan Jewellers was all set to open its first showroom outside South India (in Ahmedabad), we approached Bachchan Saab and requested him to come on-board as our brand ambassador. After doing his due diligence on the brand, he agreed to headline our first national campaign modelled like a PSA - focusing on the need for transparency in the jewellery industry.

Over the years, I have had the opportunity to learn from his credo of life and work. His self-discipline and dignified humility, his dedication and passion for work, and his extraordinary drive and determination have taught each one of us at Kalyan Jewellers invaluable lessons in life and business.

Bachchan Saab has been a part of Kalyan Jewellers’ growth journey over the past 10 years, and we share an equation that is both professional and deeply personal. On the occasion of his 80th birthday, I join hands with the rest of the Kalyan family, and pray for his good health and long life.”

Educational Campaigns:

In early 2012, Bachchan sir featured in Kalyan Jewellers commercials as the face of our educational campaigns - modelled like a PSA with an aim to lead the wave of formalisation in India’s jewellery industry. These campaigns which received phenomenal response from audiences across the country, focussed on BIS hallmarking of gold and rate tags - a practice that was not very prevalent in many markets at that time. Campaigns such as ‘All that glitters...’ and  ‘My Gold, My Right’ played a key role in educating consumers across the country.

Trust Campaigns:

The Kalyan Jewellers tagline, TRUST IS EVERYTHING, needed a tangible rendition. Once again, Bachchan sir was the right bet, and he became the face of our Trust Campaign, with the first one coming out in 2012 July. The jewellery brand continues to carry forward the legacy of Trust Campaigns, with revamped series focussing on a key issue in the jewellery industry. Below is the link to the inaugural and the latest edition of Trust ads launched by brand Kalyan Jewellers: