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.
Brands
HMD partners with Raghav Juyal as brand ambassador
Pan-India star to lead 360-degree campaign for new smartphone lineup launching on Flipkart in 2026.
MUMBAI: HMD has just choreographed its smartest move yet tapping dance dynamo and all-round entertainer Raghav Juyal as the fresh face of its smartphones. The Finnish phone maker announced the partnership today, bringing on the versatile Pan-India star to front a full-throttle 360-degree campaign across OOH billboards, print, social media, video platforms and influencer networks. Raghav, known for his bold, unconventional roles across dance, television, OTT and mainstream cinema, brings an authentic, unfiltered vibe that resonates deeply with Gen Z and millennial audiences who prize self-expression and originality.
This alliance perfectly mirrors HMD’s own reinvention: combining cutting-edge technology with accessible, value-driven pricing while championing human-centric innovation. Raghav’s effortless style and creative versatility make him the ideal match for a brand that wants to empower everyday creators rather than chase algorithms.
HMD India VP and CEO of APAC and ANZ Ravi Kunwar said, “As we enter our next phase of growth, this partnership with Raghav marks a defining step in HMD’s bold reinvention journey. His persona aligns seamlessly with our vision of building smartphones that empower this new generation to express themselves freely.”
Raghav Juyal added, “HMD’s human-centric approach to technology truly resonates with me. Their smartphones equip versatile storytellers like me with the clarity, power and reliability to push creative boundaries across every screen and platform. I’m genuinely excited to bring a fresh, new-age energy to audiences through HMD’s bold campaigns.”
The tie-up builds on HMD’s strong momentum in 2026, which already includes an official association with Rajasthan Royals for IPL activations, a collaboration with Sarvam AI to bring advanced voice tech to feature phones, and an exclusive launch partnership with Flipkart to roll out the new lineup nationwide.
From dance floors to OTT screens, Raghav has always moved to his own beat. Now he’s helping HMD dial up the same disruptive energy in the smartphone world proving that sometimes the best way to connect with the next generation is to keep things refreshingly real, reliably powerful and effortlessly cool. The campaign drops soon, and if Raghav’s track record is anything to go by, it’s going to be anything but ordinary.
