Ad Campaigns
Kalyan Jewellers withdraws ad featuring Amitabh Bachchan
MUMBAI: Kerala-based jewellery chain, Kalyan Jewellers, has withdrawn its controversial TVC featuring Amitabh Bachchan and his daughter. The advertisement came under attack from a bank union for allegedly depicting banks in a negative light.
The union had termed the ad as “disgusting” which aimed at creating distrust in the banking system.
The jewellery group on Sunday issued a statement, that the ad will be removed from all media with immediate effect.
The statement by Kalyan Jewellers executive director Ramesh Kalyanaraman reads: “We sincerely regret the inadvertent hurt caused and withdraw the advertisement from all media with immediate effect. We understand that the advertisement has hurt sentiments of some people including members of our esteemed banking community. Any such hurtful interpretation being drawn is unintended. We state that the creative advertisement was a work of fiction and not a reflection of banking employees at large.”
The jewellery brand had earlier written a letter to the general secretary of the bank union to state that the company will put a statutory warning stating that all character and incidents are fictional.
“Please accept our unconditional disclaimer for the same. We shall, within three working days from today, add ‘characters and situations depicted are fictional. The brand does not intend to disrespect or malign any person or community’ before the advertisement,” read the statement.
In the ad, Bachchan, depicted as a person with integrity and honesty, is seen visiting a bank branch along with his daughter to return the extra money credited in his pension account and his bitter encounter with bank employees in the process.
The controversial ad sparked an outrage among the banking community after All India Bank Officers’ Confederation (AIBOC) general secretary Soumya Datta alleged that the theme, tone and tenor of the ad were “disgusting, derogatory, to say the least and is aimed to create distrust in the banking system, for pure commercial gain.”
The union had threatened to sue Kalyan Jewellers accusing it of casting aspersion and hurting the sentiments of millions of personnel through the advertisement. Kalyan Jewellers rejected the allegation, saying it was pure fiction.
This is the second time that Big B has faced the heat for an advertisement, the first one was the Horlicks ad campaign “Mission Poshan”. The 75-year-old actor found himself at the centre of a controversy after several public health experts wrote to him asking to end his association with the brand. The experts believed that the campaign is disingenuous and flouted the optimal nutrition norms.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
