Mumbai: Ahead of the auspicious day of Gudi Padwa, Kalyan Jewellers launched a heart-touching campaign featuring their brand ambassador for Maharashtra, Pooja Sawant, a popular Marathi actress. Embracing the festive spirit of the Marathi New Year, the campaign rightly expressed the beautiful sentiments of the occasion and portrayed the sensitive relationships within Indian households in a poignant manner. Sister-in-laws are not often believed to share a cordial relationship, but breaking stereotypes, the campaign highlighted a beautiful bond strengthened through the exchange of Kalyan’s exquisite jewellery.
Celebrated at the onset of spring, Gudi Padwa marks the New Year for many communities in Maharashtra and is considered an auspicious day for new beginnings. Many people traditionally purchase gold and other luxury assets on this occasion. In Kalyan’s campaign, Pooja Sawant is seen gifting the brand’s exclusive jewellery to her sister-in-law—a token of affection that reflects a bond which, over the years, has evolved into one resembling that of sisters. Showcasing the brand’s distinctive Maharashtrian jewellery—the necklace, rings, nath, earrings and bangles—the campaign concludes on a beautiful note, where Sawant along with the two other characters is seen worshipping the Gudi, tied on a bamboo with bright silk cloth and a kalash, symbolising victory and resilience—a sign of prosperity, protection, and the welcoming of a new cycle of life.
Hadquartered in Thrissur, Kerala, Kalyan Jewellers is known for its exclusive jewellery collections and has expanded across India, the USA and the Middle East, with a retail network of over 388 showrooms across these regions.
