Campaign India Team
Jul 22, 2015

Kalyan goes national with moving 'old student' story, reiterates 'trust'

Watch the new Hindi TVC conceptualised by Push Integrated here

wide player in 16:9 format. Used on article page for Campaign.
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:
 
 
 
Credits
Client: Kalyan Jewellers
Creative agency: Push Integrated
Source:
Campaign India

Related Articles

Just Published

18 hours ago

Cannes Lions 2020 cancelled: Indian adland reacts

Some believe learnings will be missed while some call for work to be celebrated with an online event

20 hours ago

Cannes Lions not to be held in 2020

Festival scheduled to return in June 2021

22 hours ago

Weekend Wrap: 3 April 2020

In the news: ASCI, Media Mantra, Ogilvy, The BlueBeans, Ventes Avenues

22 hours ago

Vivo India salutes the heroes who wear capes

Watch the film conceptualised by Dentsu Impact here