Campaign released five days ago has marked the milestone viewership on emotional appeal
by Suman Gupta
Mumbai, October 2022: Kalyan Jewellers’ latest Diwali campaign ad – #CelebratingEveryIndian has been trending across social media and digital platforms. Within five days of its launch, the digital ad film has garnered more than 10 million views on YouTube. The ad film, which is 4:20 mins long is video, that captures the true essence of India’s festive season and the spirit of togetherness. Shot over a course of nine days in various locations, this one-of-its-kind ad film brings forth stories of every Indian households and their very relatable festive celebrations.
Interestingly, the campaign ad has few stories and characters that resonate from the real-life of actors as well. For instance, Katrina Kaif plays the role of a new bahu who is all set to celebrate her first Diwali with her new family and Kannada superstar Shiva Rajkumar pays an emotional tribute to the legacy of his father and brother in a philanthropic role. The ad film also features the brand’s global brand ambassador Amitabh Bachchan who gifts a precious something to senior staff member. Jaya Bachchan, Prabhu Ganesan and Akkineni Nagarjuna appears in emotionally-charged sequences as well.
The star-studded festive campaign also features young talented stars such as Kalyani Priyadarshan, Pooja Sawant, Kinjal Rajpriya, Ritabhari Chakraborty and Regina Cassandra portraying the many personal traditions and region specific rituals, while also showcasing how traditions continue to evolve in current times. Kalyan Jewellers’ #CelebratingEveryIndian ad film reflects upon the slice-of-life moments that make Diwali truly special for every Indian while also taking inspiration from India’s spirit of togetherness through a mixed bag of emotions, which are part of every Indian’s Diwali celebrations.
Talking about the brand’s Diwali campaign, Mr. Ramesh Kalyanaraman, Executive Director – Kalyan Jewellers said, “We are delighted with the phenomenal response received by our latest #CelebratingEveryIndian Diwali campaign film. Through this ad film, we wanted to capture the imagination of Indians across the globe, while commemorating the distinct traditions and Diwali festivities celebrated across the country. We would like to thank our brand ambassadors for beautifully portraying the varied characters and winning hearts of audiences once again. With 10 million views within a short span of 5 days, we are confident that the campaign will continue to garner the love and support of patrons, eyeing newer milestones and records.”
The 4-minute plus digital film is being widely circulated by the brand’s patrons as well as the loyal fan community of Kalyan Jewellers’ brand ambassadors across social media platforms such as Instagram, Facebook and WhatsApp. Considering the wide array of personal traditions showcased in the film, the ad film has brought forth relatable tales, which eventually have led to a ripple effect, consistently multiplying the viewership numbers. The emotions of joy, empathy, togetherness, courage and tranquility shared by loved ones on this auspicious occasion have truly resonated with Indian audiences, winning 10 million hearts with more to go!
This Diwali, the jewellery brand is ‘Celebrating every Indian, every tradition and every precious moment’. Check out the Kalyan Jewellers’ #CelebratingEveryIndian Diwali campaign by clicking on the link below:
