Kalyan Jewellers welcomes Marathi New Year with digital campaign

Kalyan Jewellers, one of India’s largest and most preferred jewellery brand has launched its new digital campaign for the festival ofGudi Padwa. The digital campaign features Kalyan Jewellers’regional brand ambassador and Marathi actressPooja Sawantin a traditional avatar, wearing jewellery from Kalyan Jewellers’ brand new Sankalp jewellery collection paired with a nauvari saree.

Gudi Padwa, which marks the beginning of a new year is celebrated in the state of Maharashtra with huge fanfare. Considering GudiPadwa is one of the most auspicious gold buying muhurat of the year, the brand has launched the new Maharashtrian heritage inspired jewellery line Sankalp. This digital campaign, encapsulates the various customs and rituals followed by a new bride on Gudi Padwa, highlighting that these traditional practices is something that the millennials continue to honour and upkeep. It is for the first time that Kalyan Jewellers has launched a digital only campaign forGudiPadwa.

Speaking about the campaign Mr. Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers said, “Gudi Padwa is a great time to renew our commitments to this market, and showcase the vast variety of traditional Maharashtrian designs that Kalyan Jewellers has to offer. Currently, we have a total of nine showrooms in the state of Maharashtra, and we recognise it as one of our key markets with a lot of potential. With Sankalp, our range of traditional Maharashtrian jewellery, we hope to cater to a younger audience who juggles the world of modernity and tradition with ease. Our digital campaign, is targeted at this section and it highlights the deep rooted traditions and customs of the land, that they proudly follow.”

Kalyan Jewellers hadrecently signed regional celebrities in other important marketslike Gujarat, Punjab and West Bengal.