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Kalyan Jewellers Celebrates ‘Bangaliana’ with Soulful Poila Boishakh Campaign

Celebrating Bengal’s Heritage, The Campaign Blends Nostalgia, Tradition, and Craftsmanship Through Storytelling and Timeless Jewellery

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Kalyan Jewellers, one of India’s most trusted jewellery brands, has unveiled a new digital campaign to mark Poila Boishakh, the Bengali New Year. Featuring actress Ritabhari Chakraborty, the film is a heartfelt ode to Bengal’s cultural identity, bringing together 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 around the iconic ‘Talpatar Sepai,’ a traditional palm-leaf toy that reflects Bengal’s artistic roots. As the moment unfolds, the toy becomes a subtle symbol of the region’s craftsmanship and cultural memory, drawing a connection between childhood nostalgia and the finesse of handcrafted gold jewellery. The narrative then moves to a poignant moment where an elder presents a gold necklace, capturing the emotional value of jewellery in Bengali households, where each piece is not just worn, but cherished as a symbol of love, tradition and continuity. It reflects how jewellery often carries personal histories, passed down through generations as an enduring link between the past and the present.

Built around the theme “Oitijhyer Choway Notuner Boron” (welcoming the new with a touch of tradition), the campaign reinforces Kalyan Jewellers’ positioning at the intersection of cultural legacy and contemporary relevance. The brand also showcases a curated range of traditional designs inspired by Bengal’s intricate craftsmanship and grand aesthetic sensibilities.

Reinforcing its commitment to trust and transparency, Kalyan Jewellers continues to offer its signature 4-Level Assurance Certificate, ensuring purity certification, lifetime maintenance, transparent product details, and secure buy-back policies. This initiative provides customers with complete confidence during the auspicious gold-buying season.

With this campaign, Kalyan Jewellers invites consumers to celebrate the spirit of Poila Boishakh by embracing jewellery not just as adornment, but as a living expression of heritage and storytelling.

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National News

Celebrate Akshaya Tritiya with Timeless Investment From Candere

Blending Tradition With Modern Design, Candere’s Akshaya Tritiya Edit Redefines Gold and Diamond Jewellery As Everyday, Wearable Investments

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Akshaya Tritiya has always been a significant occasion, rooted in the belief that investments made on this day bring lasting prosperity. Traditionally associated with buying gold, it has long symbolised good fortune and “eternal success.” Today, however, the way we celebrate the occasion is evolving. While the essence of inviting prosperity remains unchanged, the focus has shifted beyond simply storing gold. It is now equally about personal expression and meaningful gifting.

Jewellery is increasingly becoming an extension of individual style pieces that not only carry the auspicious sentiment of the day but are also designed to be worn and enjoyed every day.

Candere, the lifestyle jewellery brand from the house of Kalyan Jewellers, reflects this modern approach through designs that seamlessly blend tradition with contemporary aesthetics. Whether it’s a personal milestone purchase or a thoughtful gift, each piece is crafted to be both meaningful and effortlessly wearable.

Here’s what stands out in Candere’s Akshay Tritiya jewellery edit:

Parallely Braided Gold Bar Ring

A refined take on modern minimalism, the Parallely Braided Gold Bar Ring by Candere features a sleek open-band design with two parallel bars detailed in intricate braiding. Elegant and versatile, it’s perfect for everyday wear or stacking, offering a subtle blend of sophistication and contemporary style.

Oeshi Gold Pendant Necklace

A modern statement piece, the Oeshi Gold Pendant Necklace by Candere features a sleek circular design with layered accents and a bold central detail. Crafted in radiant gold and suspended on a delicate chain, it offers a perfect balance of elegance and contemporary style—ideal for both everyday wear and special occasions.

Glorious Links Diamond Chain Bracelet

This piece strikes a natural balance between occasion and everyday wear. The linked design gives it a clean, modern edge, while the diamond accents add just enough detail to make it feel special for the day. It’s easy to wear on its own or paired with a watch, and works just as well as a thoughtful gift, something that feels meaningful without being too formal.

Sleek Strength Diamond Men’s Pendant

Crafted in gold, the Sleek Strength Diamond Men’s Pendant features a streamlined, elongated form that highlights a structured, masculine design. The surface is accented with a neat arrangement of diamonds, adding a subtle touch of brilliance without overpowering its clean aesthetic. With its sharp lines and polished finish, the pendant is designed to sit comfortably against the neckline, making it a versatile piece that transitions seamlessly from everyday wear to occasion styling.

Asher Diamond Ring

The Asher Diamond Ring is defined by its geometric precision and refined construction. Set in gold, the ring features a cluster of well-cut diamonds arranged in a structured pattern that enhances their natural brilliance. The band is sleek and balanced, allowing the design to feel substantial yet easy to wear. Its contemporary silhouette, combined with classic diamond detailing, makes it ideal for both daily styling and more elevated occasions.

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