Marks the Tamil New Year with an ad film that captures the festive spirit and the ancient cultural practices of Tamil Nadu
by Suman Gupta
Chennai, 9th January, 2023: Kalyan Jewellers, one of India’s largest and most-trusted jewellery brands, celebrates the auspicious occasion of Pongal with its unique ad campaign featuring actor Regina Cassandra. The digital ad film embodies the festive spirit of the Tamil New Year and reflects upon the age-old traditions practiced by families to mark the harvest festival.
Set against a rural backdrop, this 40-second Pongal ad film beautifully captures the ethos of the Tamil region; their inclusivity, generosity of spirit and warmth extended towards guests and strangers alike.
The three day Pongal festival is when most families unite and friends come calling. Actor Regina Cassandra effortlessly personifies today’s Tamil woman, embracing tradition and sharing her knowledge of it, to visiting friends. In a true representation of the Atithi Devo Bhava concept, the family welcomes their guest, a foreigner, and introduces her to their culture. Dressed in a saree, adorning the timeless maanga maalai and kemp stone temple jewellery from Kalyan Jewellers, she is not only welcomed, but also encouraged to actively participate in the celebrations.
Talking about the campaign ad, Mr. Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers said, “As we announce the launch of our Pongal ad campaign, we are thrilled to celebrate this joyous festival with our patrons. Pongal is a time for family and friends to come together, rejoicing the New Year, and our campaign film captures the fun and festive spirit of the occasion. It is a testament to the cultural nuances and regional ethos of Tamil Nadu, and we extend our New Year wishes to our patrons on this auspicious occasion.”
Celebrating the occasion in unique style, the jewellery brand has announced up to 25% off on wastages for all jewelry purchases as well as a flat Rs. 148 off per gram on gold rate. Customers can avail the exciting range of offers along with benefits of Kalyan’s 4-Level Assurance Certification on their jewellery purchases, ensuring a seamless service-backed shopping experience. The one-of-its-kind offers are valid until 31st January 2023 across Kalyan Jewellers’ showrooms in India.
With presence at 168 locations globally, Kalyan Jewellers offers its patrons Muhurat, the bridal jewellery line curated from across India along with exclusive sections featuring Kalyan’s popular house brands such as Tejasvi (Polki jewellery), Mudhra (handcrafted antique jewellery), Nimah (Temple jewellery) and Glo (dancing diamonds). Other sections at the showroom include Ziah (Solitaire-like diamond jewellery), Anokhi (uncut diamonds), Apoorva (diamonds for special occasions), Antara (wedding diamonds), Hera (daily wear diamonds) and Rang (precious stones jewellery).
Check out the digital ad enclosed in the link below:
