Kalyan Jewellers, India’s leading and trusted jewellery brand has launched Apoorva, the new diamond collection. The collection is being highlighted in a new advertising campaign featuring brand ambassadors Jaya Bachchan and Amitabh Bachchan. The Apoorva collection comprises of choker, necklaces, quintessential for brides to be, besides celebrating traditional occasions and festivities. The necklaces will be matched with earrings, bracelets and bangles.These necklaces are created using a traditional canvas of organic motifs and a labyrinth of diamonds. The designs have an illusion setting that deliver more brilliance and a bold flourish. The collection is priced between Rs. 5 lakh and Rs. 10 lakh. Customers will be offered 90 per cent cash back and 100 per cent buy back in exchange for this range of jewellery.
The ad campaign announcing the launch features Jaya Bachchan and Amitabh Bachchan as grandparents. The concept builds on the premise of a grandmother’s reluctance to consider diamond necklaces for the granddaughter’s reception, which is based on her belief that a ‘large set’ will not be available for her budget of Rs. 5 to 10 lakh. However, at the Kalyan Jewellers’ showroom the grandfather (Big B) picks an Apoorva diamond necklace which stands out for its grandeur and brilliance and, also within the budget – much to the delight of everyone, including the grandmother (Jaya ji).The TVC will also be aired in Hindi and in regional languages like Tamil, Malayalam and Telugu. The regional languages script is tweeked to included the local brand ambassadors Ms. Manju Warrier, Prabhu and Nagarjuna.
Ramesh Kalyanaraman, Executive Director Marketing and Operations of 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.”
Kalyan Jewellers has emerged as a strong national player with a presence across South India, Maharashtra, Gujarat, National Capital Region (NCR), Punjab and Odisha. The company has a network of 86 exclusive showrooms in India and West Asia.