Kalyan Jewellers leverages Gudi Padwa with regional campaign

Gudi Padwa

Kalyan Jewellers has launched its new digital campaign for the festival of Gudi Padwa. The campaign features regional brand ambassador Pooja Sawant in a traditional avatar, wearing jewellery from Kalyan Jewellers’ brand new Sankalp jewellery collection paired with a nauvari saree.

Gudi Padwa, which marks the beginning of a new year is celebrated in the state of Maharashtra with huge fanfare. Considering Gudi Padwa is one of the most auspicious gold buying muhurat of the year, the brand has launched the new Maharashtrian heritage-inspired jewellery line Sankalp. This digital campaign encapsulates the various customs and rituals followed by a new bride on Gudi Padwa, highlighting that these traditional practices are something that the millennials continue to honor and upkeep. It is for the first time that Kalyan Jewellers has launched a digital-only campaign for Gudi Padwa.

Speaking about the campaign, Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers said, “Gudi Padwa is a great time to renew our commitments to this market and showcase the vast variety of traditional Maharashtrian designs that Kalyan Jewellers has to offer. Currently, we have a total of nine showrooms in the state of Maharashtra, and we recognize it as one of our key markets with a lot of potential. With Sankalp, our range of traditional Maharashtrian jewelry, we hope to cater to a younger audience who juggles the world of modernity and tradition with ease. Our digital campaign is targeted at this section and it highlights the deep-rooted traditions and customs of the land, that they proudly follow.”

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A hyper-local campaign, it is targeted towards driving walk-ins at the 9 showrooms that Kalyan Jewellers has in the state of Maharashtra in line with the auspicious occasion of Gudi Padwa. The video is digitally promoted to specifically reach the Marathi speaking audience in the three regions that Kalyan Jewellers has brand presence – Mumbai, Pune & Nagpur.

The brand has also joined hands with Marathi daily Lokmat, video on demand platforms Voot and Hotstar besides promoting the campaign on Facebook and Youtube.

Kalyan Jewellers had recently signed regional celebrities in other important markets like Gujarat, Punjab and West Bengal.

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