Kalyan Jewellers has launched a Hindi film campaign that has been adapted from its regional campaign from the South, originally executed in 2012. The South and remade Hindi films have been conceptualised by Push Integrated.
The new film stars brand ambassador and Bollywood icon Amitabh Bachchan alongside Telugu film star Nagarjuna, and builds on the brand's platform of trust.
Bachchan plays headmaster in an small, old school in a village. Hurt by seeing his students suffer during the rains in the , dilapidated classroom, Bachchan decides to pay his old student Nagarjuna a visit. The latter is well off now, we infer, and plays host to his old teacher with respect and love. While the subject of seeking help for the school lingers on his lips, Bachchan is hesitant to broach it. He takes a bus home back home with his heart still heavy, and funds still required. He returns to the school only to be surprised to see Nagarjuna there, with work on rebuilding the classroom on in full swing. A voice over emphasises as the two meet again that trust is everything, implying that Bachchan's trust in Nagarjuna had not been misplaced. His old student had read his hesitance. The brand signs off on that note.
Ramesh Kalyanaraman, executive director–marketing and operations, Kalyan Jewellers, explained that over the years, Kalyan Jewellers had built a strong bond with customers based on its credo of 'trust'. "The brand has always made a conscious decision to enlighten the customer about gold. This has resonated well with our customers across India and the brand has become synonymous with 'trust'. Through this campaign we have attempted to further cement this bond by appealing to the emotional sensibilities of people,” he added.
The ad campaign is targeted at SEC A, B, informed a statement from the jewellery brand, and will break on television before going digital.
Here's one of the regional films that was launched in 2012: