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‘Gehna for Behna’: Kalyan Jewellers Collaborates with Swiggy Instamart for Raksha Bandhan Gifting Campaign and visually engaging TVC featuring actress Sreeleela

A fully redeemable ₹2,100 Kalyan Jewellers voucher – free with every Rakhi on Instamart and visually engaging TVC featuring actress Sreeleela

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This Raksha Bandhan, Kalyan Jewellers is bringing heartfelt tradition and modern-day convenience together in a celebration designed to delight. The brand has launched a special festive campaign titled “Gehna to Your Behna” in collaboration with Swiggy’s quick commerce platform, and will be delivering ₹2,100 gift vouchers free with every Rakhi purchase on Instamart.

As part of this festive collaboration, Kalyan Jewellers is also retailing its exclusive collection of silver rakhis on Instamart. These Rakhis reflect the brand’s legacy of design and emotion and will be delivered in 10 mins through Instamart. Created to blend convenience with meaningful gifting, the initiative is aimed at helping siblings celebrate the festival – even when distance or packed schedules get in the way.

To bring the campaign to life, Kalyan Jewellers has launched a warm and visually engaging TVC featuring actress Sreeleela. The film walks viewers through the simple process from ordering the Rakhi to redeeming the jewellery voucher capturing how even a small gesture can become a lasting memory.

While the service is available across 100 cities in India, the voucher can be redeemed on gold or silver jewellery purchases at any of Kalyan Jewellers showrooms nationwide, over and above prevailing in-store offers. This value-added offering is a strategic move by the brand to connect with Gen Z consumers, a segment that values meaningful experiences, digital convenience, and accessible luxury. In keeping with the needs of today’s on-the-go consumer, a QR code included in each Rakhi pack allows users to extend the voucher’s validity until October 31st, 2025 – offering added flexibility and convenience.

Speaking on the collaboration, Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers, shared: “At Kalyan Jewellers, we’re constantly exploring meaningful ways to stay connected with evolving consumer lifestyles. Our partnership with Swiggy Instamart is not just about delivering Rakhi gifts – it’s about creating new touchpoints with younger audiences who value speed, convenience, and thoughtfulness. Through this initiative, we hope to build lasting relationships with a new generation of customers, while continuing to honour the sentiments that make our festivals so special.”

Sharing insights on this special offering, Manender Kaushik, AVP & Category Head – Instamart, said: “Festivals carry deep sentimental value across India, and gifts are a way to express emotions – whether love, care, or appreciation for those closest to us. Despite the bickering and teasing all year round, this day is filled with banter but, at its core, heartfelt gratitude toward one another. At Instamart, we understand this, and that’s why we’ve teamed up with Kalyan Jewellers to bring something truly meaningful to our users – a gift that will last a lifetime. With just a few taps on Instamart, you can get the perfect Rakhi delivered within 10 minutes, alongside a Kalyan Jewellers voucher to help you go all out with your gift.”

Kalyan Jewellers has also announced exclusive in-store festive offers for Raksha Bandhan. Shoppers can avail 25% off on making charges, with an additional 25% off on purchases above ₹2 lakhs. The brand’s Special Gold Board Rate, the lowest in the market and uniform across all company showrooms, will also be applicable for a limited period.

Rooted in tradition and driven by innovation, Kalyan Jewellers continues to make every celebration more meaningful. Through thoughtful designs, strategic collaborations, and value-led offerings, the brand is redefining the joy of gifting for every generation. This Raksha Bandhan, Kalyan reaffirms its promise to make cherished moments shine brighter with a little extra sparkle and thoughtfulness.

BrandBuzz

Verlas Introduces the ‘Alyssa’ Collection in India, Bringing  Modern Luxe Floral-Inspired Design to Lab-Grown Diamond Jewelry Crafted in Fine Gold

The New York-born brand channels statement floral designs in modern silhouettes and larger carat diamond brilliance into a collection made for weddings, engagements, cocktail evenings, and wedding Trousseau Picks.

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Verlas, the New York-based fine jewelry brand, has brought its luxurious Alyssa collection to India, a floral-inspired range of contemporary designs crafted with IGI-Certified lab-grown diamonds and BIS hallmarked gold in 14K and 9K Gold variants. Built around larger carat weights and romantic floral design, the collection pairs statement sparkle with Verlas’ commitment to sustainability and craftsmanship. Since its founding in 2019, Verlas has focused on modern, considered jewelry designed to feel personal and meaningful, handcrafted by skilled artisans in VS clarity lab-grown diamonds set in fine gold.

Inspired by blooming florals, the Alyssa collection translates nature’s motifs into refined diamond jewelry designed for everyday moments in the form of elegant pendant necklaces and Studs designed with florets of round-cut and marquise-cut diamonds, and then there are these luxe styles that call for something more. For bigger celebrations to evening dressing, these luxe designs are crafted with marquise and round-cut diamonds in hoops and dangler earrings, unique tennis bracelets and tennis necklace designs that embrace the designer craftsmanship of Verlas.  The Alyssa collection brings signature brilliance to a range of personal styles.

For the modern bride, Alyssa brings together jewelry for every part of her journey—from the engagement and big day to her trousseau, bridesmaids and the little moments beyond. Fashion-forward yet effortlessly elegant, each design is crafted to make a statement today and stay in her rotation long after the celebrations are over.

Among the highlights are the Alyssa Cuatro Floral Hoops, featuring five round lab-grown diamonds arranged in a delicate floret on a solid gold hoop. For a softer, more elegant look, these round-cut diamonds bring a classic appeal – perfect for those who prefer understated sparkle.

If bold and distinctive is more your style, the Alyssa Tres Marquise Diamond Huggies bring an elongated floral silhouette with marquise-cut diamond petals.

The Alyssa Radiant Bloom Ring offers another take on the floral motif, bringing together round-cut diamonds for a radiant, feminine look.

Meanwhile, the Alyssa Trio Marquise Bouquet Ring takes a bolder approach, featuring three diamond florets crafted with marquise diamond petals. Whether you lean towards the elegant simplicity of round cuts or the bolder character of marquise cuts, the Alyssa collection offers a floral style to match.

The Alyssa Marquise Studs bring a fresh take on florals, with marquise-cut diamonds forming an X-shaped motif around a round centre. Easy enough for everyday, yet special enough for evenings out, they’re the kind of pair you’ll keep reaching for.

For a little more sparkle, the Alyssa Marquise-Cut Floral Tennis Bracelet makes a statement without feeling reserved for just one occasion. Its floral diamond motifs bring a touch of drama to wedding celebrations, festive evenings and everything in between.

And when you’re ready to go all out, the Alyssa Marquise Radiant Tennis Necklace takes the floral story up a notch. With twenty-three diamond florets and a total weight of 13 carats, it brings together marquise-cut petals and round diamond centres for a look made to shine at the wedding, reception, or your next big celebration.

Available in white, yellow, and rose gold in 14K and 9K, the Alyssa collection reflects Verlas philosophy of creating jewelry that is beautiful, meaningful, and responsibly crafted. Perfect for elevating bridal looks and everyday romance alike.

With its growing presence in India, Verlas continues to bring its modern design and craftsmanship approach to fine jewelry to new audiences, combining considered design, conscious choice, and a more approachable jewelry experience.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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