Kalyan Jewellers to strengthen its global presence; revisits creative mandate

Following a multi-agency pitch, Ogilvy and L&K Saatchi & Saatchi won the global creative mandate for Kalyan Jewellers across India and West Asia markets. Both agencies will work across Kalyan Jewellery collections including Ziah, Rang, Tejasvi, Nimah, Anokhi, Antara, Glo and Mudhra. The agencies will also work on the online jewellery brand Candere, which was acquired by Kalyan Jewellers recently. The pitch process lasted approximately a month.

Commenting on the development T.S. Kalyanaraman, Chairman and Managing Director of Kalyan Jewellers said, “Kalyan has emerged as India’s largest jewellery brand and has ambitious plans to expand globally. I am delighted to welcome Ogilvy as well as L&K Saatchi & Saatchi and look forward to their support to reinforce the brand’s core value of Trust, as we embark on the next phase of growth.’’

Ramesh Kalyanaraman, Executive Director, Marketing & Operations, Kalyan Jewellers added, “Given our rapid global expansion, we wanted a fresh perspective that will connect our brand to current and new customers around the world, while continuing to stay more and more relevant hyper locally. The brand and creative campaigns that both Ogilvy and L&K Saatchi & Saatchi demonstrated, were each unique and with strong consumer insights and creative depth backed by proven work. We believe their experience in working with brands globally will help Kalyan resonate strongly with audiences across markets. At this point, I would also like to appreciate the work done by our previous creative team Push Integrated headed by Mr. VA Shrikumar."

Piyush Pandey, Executive Chairman & Creative Director South Asia Ogilvy said, “I am delighted that Ogilvy is going to partner Kalyan Jewellers in their journey to make not just a national but perhaps an internationally-by-Indian brand. We will bring together our best creative resources to make this journey meaningful and successful.”

Anil Nair, CEO & Managing Partner, L&K Saatchi & Saatchi said, “We are both excited & honored to be the brand & communication partner for India’s largest jewellery brand. Kalyan has brought transparency into a highly unorganized sector and has worked hard to educate customers and earn their trust. We look forward to creating compelling creative campaigns and building preference for the brand in a highly competitive category.”