MAM
Kalyan Jewellers launches Poila Boishakh digital campaign with Ritabhari Chakraborty
Brand celebrates Bengali New Year with heartfelt film linking childhood nostalgia and traditional craftsmanship to gold jewellery.
MUMBAI: Kalyan Jewellers has struck gold with a touching new campaign that truly shines during Poila Boishakh. The trusted jewellery brand has unveiled a warm digital film featuring actress Ritabhari Chakraborty to mark the Bengali New Year. Titled around the theme “Oitijhyer Choway Notuner Boron” (welcoming the new with a touch of tradition), the campaign beautifully weaves nostalgia, craftsmanship, and the enduring legacy of traditions passed down through generations.
At the heart of the film is a tender interaction between Ritabhari and a young boy centred on the iconic ‘Talpatar Sepai’, a traditional palm-leaf toy that symbolises Bengal’s rich artistic roots. The narrative gently connects this symbol of childhood innocence to the finesse of handcrafted gold jewellery. It culminates in an emotional moment where an elder presents a gold necklace, highlighting how jewellery in Bengali households is far more than adornment, it is a cherished carrier of love, memories, and family continuity.
The campaign positions Kalyan Jewellers at the perfect intersection of cultural heritage and contemporary relevance. It also showcases a carefully curated range of traditional designs inspired by Bengal’s intricate craftsmanship and grand aesthetic sensibilities.
Reinforcing its long-standing commitment to trust and transparency, the brand continues to offer its signature 4-Level Assurance Certificate, which includes purity certification, lifetime maintenance, transparent product details, and secure buy-back policies giving customers complete confidence during the auspicious gold-buying season.
With this Poila Boishakh campaign, Kalyan Jewellers invites consumers to celebrate the spirit of new beginnings while honouring deep-rooted traditions. The film reminds viewers that the most meaningful pieces of jewellery are those that carry stories from the simple joy of a palm-leaf toy to the timeless elegance of gold passed down through generations.
In a season of fresh starts and festive cheer, Kalyan Jewellers has delivered a campaign that feels as warm and familiar as a Bengali family gathering. It cleverly blends emotion with elegance, turning a simple jewellery film into a heartfelt cultural tribute. As Bengal welcomes the new year with open arms and brighter hopes, this campaign adds a sparkling reminder that the best traditions never fade, they simply shine brighter with time.
MAM
Asian Paints launches Rangon Ki Warranty campaign
New film shows how brand colours become the true addresses of Indian homes, building on last year’s warranty message.
MUMBAI: Asian Paints has painted a fresh memory lane proving that in India, the real postcode is often just a splash of colour. The company has unveiled its latest corporate campaign, ‘Rangon Ki Warranty’, a natural evolution of last year’s hit line “Asian Paints ki Warranty, India ka Har Doosra Ghar Kehta Hai.” Rooted in the insight ‘Rang hi asli pata hai’, the warm, evocative film captures how Asian Paints’ long-lasting colours quietly become landmarks in everyday Indian life, the blue house you turn left at, the yellow building everyone knows, the red walls that welcome guests every festive season.
Set to an evocative track, the campaign shows homes adorned in Asian Paints shades turning into living memories. Even as life moves on, the colours stay unchanged, transforming from mere paint into silent identifiers of familiarity, belonging and legacy. Through simple, relatable moments between families and their walls, the film drives home that these colours don’t just endure on surfaces, they stay etched in minds, becoming the true addresses of homes over time.
For over eight decades, Asian Paints has been part of homes and hearts across India, from small towns to metros and across generations. The new campaign deepens that emotional promise: warranty is more than durability and performance; it’s a commitment to protect the memories and recognition built around every home.
Asian Paints, managing director & CEO, Amit Syngle said, “For over eight decades, Asian Paints has been adding colour to Indian homes but more importantly, has become a part of their identity. When colour lasts long, it becomes memory translating to the address of a home instantly recognisable, deeply remembered. ‘Rangon Ki Warranty’ is an ode to this enduring bond.”
The campaign has launched during the IPL, where Asian Paints is an Associate Broadcast Sponsor, cleverly linking the colours we cheer for on the field with the colours we live with every day.
Ogilvy India chief creative officer Sukesh Nayak added, “Across India, a home’s vibrant, lasting colour often becomes its true identity. This campaign reflects how enduring product performance weaves itself into the very fabric of our consumers’ lives.”
In a country where directions are given by landmarks rather than street names, Asian Paints has turned that cultural truth into its strongest story yet. The campaign doesn’t just sell paint, it celebrates how the right shade can make a house feel like home forever. Because in India, sometimes the best way to find your way back is simply to remember the colour of the walls.
