Campaign India Team
Aug 02, 2013

Kalyan Jewellers weaves trust into separated father-daughter script

Watch the ad film created by Push Integrated Communications here

Kalyan Jewellers has released another film on its ‘Trust is everything’ platform. The film featuring brand ambassador Amitabh Bachchan started airing in Malayalam from 1 August, and will soon be seen in Hindi, Tamil, Kannada and Telugu. It  has been created by Push Integrated Communications.

The ad brings out the ‘Vishwasam athalle ellam’ (Trust is everything) proposition through the story of a father and daughter, played by Bachchan and yesteryear Malayalam actor Manju Warrier. It opens showing the father avoiding the daughter in multiple scenarios. While he walks away from a temple on seeing her there, he shuts his rear view mirror even when he sees his pregnant daughter at a bus stop. Then he receives her call in the middle of the night. He cuts the call on hearing her voice, but calls her back. The next scene shows Bachchan driving her to the hospital. On the way, she looks back fondly on the wonderful moments they shared, since her childhood. It is revealed through the flashback that his fondness for her gave way to anger because she married against his wishes. Her husband arrives at the hospital to see her and the baby. When he asks her if her dad came (to her help), she tells him that she was confident that he would. The film ends with Bachchan returning to the room, congratulating his son-in-law, and commenting that his grandchild looked like his father. The voice over reiterates the brand’s message of trust.

“This is the fifth edition of the ‘trust’ campaign. Almost all the jewellers talk about products but the focus of all our campaigns for Kalyan Jewellers has been about the brand attributes which people could relate to. Kalyan Jewellers as brand has been known for its trustworthiness and I’m happy that through this campaign we were able to reinforce that point,” said VA Shrikumar, MD and CEO, Push Integrated Communications, who has also directed the film.

The two-minute video was released online on 31 July. As of 10 am on 2 August, it has received close to 5,80,000 views.

Ramesh Kalyanaraman, ED, Kalyan Jewellers, said in a statement, “The success of Kayan Jewellers is primarily based on the ‘trust’ we have earned from our clients. This communication reiterates the ‘trust’ platform which is not a measurable benchmark but a passionate pursuit of a personal goal.”

Credits

Client: Kalyan Jewellers

ED: Ramesh Kalyanaraman

Agency: Push Integrated Communications

MD and CEO: VA Shrikumar

Direction (film): VA Shrikumar

Art Director: Sabu Siril

Source:
Campaign India

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