Kalyan introduces affordable Apoorva collection, with doting Bachchans as grandparents

Watch the ad film conceptualised by Push Integrated here

Feb 29, 2016 09:53:00 AM | Video | Campaign India Team

Kalyan Jewellers has launched Apoorva, a new diamond collection priced between Rs 5 and 10 lakh rupees. 
A campaign to announce the launch has been conceptualised by Push Integrated Communications, featuring brand ambassadors Jaya Bachchan and Amitabh Bachchan (in the Hindi version). 
In a Kalyan Jewellers store, the Bachchans are busy trying to find jewellery for their grand daughter. Jaya rules out a diamond set for the reception as she thinks a large one wouldn't be available at their budget. Amidst the banter, Amitabh finds a Apoorva set and proudly shows off the bride-to-be wearing it. He reveals that it is priced within their budget, at a range of Rs 5 to 10 lakh.
Tamil, Malayalam and Telugu adaptations of the film will feature local brand ambassadors Prabhu, Manju Warrier and Nagarjuna respectively.
Ramesh Kalyanaraman, ED - marketing and operations, Kalyan Jewellers, said, “Every woman desires a diamond necklace for her wedding, and Apoorva fulfills the distinct needs of  every woman by offering a compelling collection which is intricately crafted and completes the wedding trousseau.”
Client: Kalyan Jewellers
Brand: Apoorva
Agency: Push Integrated Communications
Production house: Earth and Air Films