MAM
Zee TV unleashes pre-launch campaign for new 9:30 pm soap
MUMBAI: Interactive soap! That is what Zee TV calls its upcoming soap Saath Phere which replaces Kareena Kareena in the Monday to Friday 9:30 pm slot, starting 17 October. Prior to the launch, the channel has now kicked off a teaser campaign focusing on the outdoors.
Without naming the show, the hoardings ask the public to send in their viewpoints on certain issues which touch a woman’s life. The public is asked to send in their inputs through SMS to 7575. Also, the channel will be asking the viewers to send in their ideas about how they would want a certain plot to progress in the soap, at the end of each episode.
“The idea is to build intrigue around the questions. Saat Phere is going to be an interactive soap as it will be incorporating some of the best viewer feedback in its storyline. The soap will progress the way the viewers want,” states Zee TV marketing head Tarun Mehra.
Speaking on the campaign, Mehra adds, “The present campaign is the first stage of a broad marketing activity we are planning for the soap. Since Saat Phere is targeting the mass audience, the stress will be on on-ground activities. We will be tapping occasions like the Durga Pooja festival in Kolkata and the upcoming Delhi Marathon.”
Commenting on the decision to wind up Kareena Kareena, Mehra says, “The show was targeted at a specific audience and it has achieved its goal. The soap has contributed significantly to the channel in terms of sales, perception and image. Now it is time to move on.”
MAM
Kalyan Jewellers launches Nimah Collection campaign
New temple-inspired jewellery range stars Sreeleela and Kalyani Priyadarshan.
MUMBAI: Kalyan Jewellers has given temple jewellery a cinematic glow-up and this time, it’s sparkling with star power and storytelling. The leading jewellery brand has unveiled a new campaign for its Nimah Collection, directed by acclaimed filmmaker Priyadarshan and featuring brand ambassadors Sreeleela and Kalyani Priyadarshan. Built around the powerful idea of “A Legacy You Wear”, the campaign presents a cinematic celebration of India’s rich temple jewellery traditions, positioning them as timeless expressions of identity, strength, and artistry.
The film brings mythology and classical performance together in a fresh narrative. Sreeleela’s character embodies strength and discipline, moving from archery to classical dance, with bold temple jewellery accentuating her power. In contrast, Kalyani Priyadarshan’s portrayal explores introspection and creativity through music and writing, highlighted by finer detailing and understated elegance. Together, the two personas showcase the Nimah collection as heritage jewellery that remains relevant across generations.
The Nimah range draws inspiration from South Indian temple jewellery and features intricate Nakashi (hand-carved) work. It includes statement bridal necklaces and haarams, temple-inspired chokers, earrings, jhumkas, rings, and chains perfect for both bridal and festive occasions.
Every piece in the collection comes with Kalyan Jewellers’ trusted 4-Level Assurance Certificate, guaranteeing purity, free lifetime maintenance, and transparent buy-back policies.
The campaign is now live across digital platforms, and the Nimah collection is available at Kalyan Jewellers showrooms nationwide.
In a market often crowded with glitter, Kalyan Jewellers has chosen to shine through meaningful storytelling. With “A Legacy You Wear,” the brand reminds us that the most beautiful jewellery doesn’t just adorn, it carries stories, culture, and timeless elegance forward.
