Kalyan Jewellers’ unveils new Diwali collection Ameya

Launches Diwali ad focusing on the #TraditionOfTogetherness while also saluting frontline warriors for selfless service in the fight against COVID-19

Mumbai, 15th October 2020: Kalyan Jewellers unveiled its latest collection of celebration wear jewellery Ameya, through the launch of a new digital video campaign. The ad film showcases life within a gated community, with people from various parts of India coming together to celebrate the festival of light, in harmony and togetherness. It also acknowledges the present situation, which could be keeping the families of front line COVID-19 warriors apart, during the festive season. 

The campaign video, which highlights the #TraditionOfTogetherness, has neighbors joining hands to brighten the Diwali celebrations of one such family, with a gift that is bound to bring about smiles. With this campaign, Kalyan Jewellers reiterates the message of the need for each of us to support one another while also keeping alive the festive spirit, albeit on a more intimate scale.

Talking about the newly launched campaign, Mr. Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers said, “We wanted our Diwali campaign to acknowledge and salute the selfless services of the COVID-19 frontline workers, while also capturing the very essence and spirit of this wonderful festival. Ameya, which means boundless, is a collection that offers immense possibilities in the form of the celebration wear jewellery. This new pocket friendly collection is our festival offering, this year.” 

Ruby, emerald and pearl beads come together with gold, diamond and other precious stones, and Ameya just like its name suggests, is all about boundless possibilities. This collection offers greater flexibility with its customization option. Traditional motifs with antique designs, Kundan and Polki work, heritage inspired temple designs, Nakashi work with precious stones and uncut diamonds are all part of the collection. 

For the festive season this year, Kalyan Jewellers, has announced exciting festive offers through the 300 kg Gold Giveaway campaign. Customers shopping at Kalyan Jewellers will receive instantly redeemable vouchers or gold coins, against their purchases – the total of which will amount to the aforementioned 300 kg. The vouchers can be redeemed against special discounts on jewellery, with 20% – 50% off on wastage for gold jewellery and up to 25% off on diamond jewellery. This offer is valid until 30th November 2020.

The brand also has announced the Dhanteras Pre-Book offer that will ensure Gold Rate Protection to customers who pre-book their jewellery by paying 20% advance on the intended purchase value. The advance-booking offer will end on 20th October, 2020.

The ad will be promoted on digital platforms as well as on the brand’s social media handles. 

The campaign video

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About Kalyan Jewellers

Headquartered in Thrissur, Kerala, the company is a jewellery manufacturer. Starting with the first jewellery showroom in 1993, Kalyan Jewellers has enjoyed a long-standing presence in the Indian market for over two decades. Kalyan Jewellers was among the pioneers in the Indian jewellery market in (a) educating consumers about certain industry issues such as the transparency, gold purity, weight, component of jewellery prices; (b) instituting the highest quality standards for its jewellery, and (c) introducing complete price transparency with its products. Kalyan offers an array of traditional and contemporary jewellery designs in gold, diamonds and precious stones catering to the distinct needs of the customers. Kalyan Jewellers has grown to 137 showrooms, as of June 30, 2020, across Middle East and India.

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