Campaign India Team
Feb 29, 2016

Kalyan introduces affordable Apoorva collection, with doting Bachchans as grandparents

Watch the ad film conceptualised by Push Integrated here

wide player in 16:9 format. Used on article page for Campaign.
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.”
 
Credits
 
Client: Kalyan Jewellers
Brand: Apoorva
Agency: Push Integrated Communications
Production house: Earth and Air Films 
 
Source:
Campaign India

Related Articles

Just Published

1 hour ago

WPP hires AKQA global CEO from Accenture

Baiju Shah replaces founder Ajaz Ahmed, who left in October 2024.

2 hours ago

Discounts are dead. Rewards speak louder than cashbacks

In a cluttered digital landscape, BigCity Promotions’ co-founder points out that brands are swapping coupons for contextual rewards to build loyalty, data, and deeper connections.

2 hours ago

All advertising has to become more accountable: ...

Scibids’ APAC VP says brands now seek metrics beyond reach, linking video and reach-based ads to lower-funnel impact.

21 hours ago

Huella’s AIgnite promises to turbocharge open web ...

The new ad intelligence platform claims to turn one creative into thousands of ad variations, blending native engagement with display scale — powered by AI.