South Indian jewellery major Kalyan Jewellers has launched a new diamond collection -'Apoorva' which is being endorsed by actors Jaya and Amitabh Bachchan. The 'Apoorva' collection that includes chokers and necklaces, is ideal for brides to be, and is also suited for 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. The collection comes with a 90% cash back and 100% buyback scheme.
Ramesh Kalyanaraman, executive director (marketing and operations) of Kalyan Jewellers said that 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.
The collection is being highlighted in a new advertising campaign which features Jaya and Amitabh Bachchan as grandparents. The concept of the ad builds on a grandmother's (Jaya Bachchan) reluctance to consider diamond necklaces for her granddaughter's reception as she believes that a 'large set' will be outside her budget of Rs 5-10 lakh. However, at Kalyan Jewellers' showroom the grandfather (Big B) picks an 'Apoorva' diamond necklace, which stands out for its grandeur and brilliance and to everyone's delight, also falls within the budget.
The TVC will also be aired in Hindi and regional languages like Tamil, Malayalam and Telugu. The regional languages script is tweaked to include local brand ambassadors Manju Warrier, Prabhu and Nagarjuna.
Kalyan Jewellers has emerged as a strong national player with presence across south India, Maharashtra, Gujarat, the National Capital Region (NCR), Punjab and Odisha. The company has a network of 86 exclusive showrooms in India and West Asia.