Mumbai, 16th April, 2025: Kalyan Jewellers, one of India’s most trusted and globally recognised jewellery brands, marks the spirit of Poila Boishakh with a soulful digital film rooted in cultural pride and artistic expression. Featuring brand ambassador Ritabhari Chakraborty, the campaign celebrates the beloved Bengali tradition of Kabi Gaan — a form of poetic banter — capturing the essence of new beginnings and the relationships that grow stronger with time.
Poila Boishakh, regarded as an auspicious time for gold purchases, holds special meaning for Bengalis. It is a festival of tradition, artistic flair, and collective joy. The brand’s latest film unfolds through an exchange between a married couple, who engage in Kabi Gaan, the beloved Bengali tradition of poetic banter. With wit and warmth, the narrative highlights the couple’s bond, culminating in a heartfelt gesture as the husband gifts his wife a timeless piece of jewellery from Kalyan Jewellers, a symbol of love, appreciation, and shared celebration.
Bridging heritage with evolving sensibilities, the film reflects Kalyan Jewellers’ ongoing endeavour to honour cultural narratives in a modern context. As the brand expands its global footprint, it continues to deliver meaningful experiences through its enduring legacy of craftsmanship and trust — turning everyday moments into personal milestones.
Upholding its commitment to purity and transparency, Kalyan Jewellers offers its signature 4-Level Assurance Certificate — encompassing purity certification, lifetime maintenance, transparent product details, and secure exchange and buy-back policies. This gold standard of trust ensures that customers across the world receive jewellery backed by integrity and excellence.
As the New Year dawns, let the melodies of Kabi Gaan bring joy and togetherness into your home. Celebrate Poila Boishakh with Kalyan Jewellers — where every piece tells a story of elegance, emotion, and enduring connection.
Link to the digital campaign video: https://www.youtube.com/watch?v=2QBKBhAWbpQ
For more information on the brand, its collections and offers, visit https://www.kalyanjewellers.net/
About Kalyan Jewellers:
Headquartered in Thrissur in the state of Kerala, Kalyan Jewellers is one the largest jewellery retailers in India with a presence in the Middle East and the USA. The company has enjoyed a longstanding presence in the Indian market for over three decades and has set industry benchmarks in quality, transparency, pricing and innovation. Kalyan offers an array of traditional and contemporary jewellery designs in gold, diamonds and precious stones catering to the distinct needs of customers. Kalyan Jewellers has over 388 showrooms across India, USA and the Middle East.
