BrandBuzz
Kalyan Jewellers celebrates Bengal’s artistry this Sharod Utsav with digital campaign
Kalyan Jewellers, one of India’s most trusted and globally recognised jewellery brands, welcomes Sharod Utsav with a digital campaign featuring actors Ritabhari Chakraborty and Subhrajit Dutta. The film beautifully intertwines two iconic elements of Bengali heritage, Goyna Bori and Sonar Goyna (gold jewellery), celebrating Bengal’s timeless creativity and the festive spirit of Sharod Utsav.
Sharod Utsav is the cultural highlight of Bengal’s calendar, a time when devotion, craftsmanship and community come together in celebration. The campaign draws parallels between the delicate swirls of Goyna Bori and the intricate detailing of Sonar Goyna, reflecting how skill and artistry, whether in food or ornaments, are deeply woven into the fabric of Bengali life. Through evocative storytelling and cultural symbolism, the film portrays Sharod Utsav not just as a festival but as an enduring emotion that blends nostalgia with aspiration.
Rooted in heritage yet designed for contemporary sensibilities, the campaign reflects Kalyan Jewellers’ ethos of preserving tradition while embracing modern narratives. Adding to the festive cheer, the brand is offering customers special benefits this season. The recently launched advance booking option with rate protection helps safeguard against market fluctuations, while festive offers on making charges up to 50% off* on plain gold jewellery, 40% off* on temple and antique jewellery, and 30% off* on premium gold jewellery allow families to celebrate their cherished traditions with added joy and value.
Further reinforcing its commitment to trust and transparency, Kalyan Jewellers continues to offer its signature 4-Level Assurance Certificate, ensuring customers benefit from purity certification, free lifetime maintenance, detailed product information, and transparent exchange and buy-back policies. With these assurances, every purchase becomes more than jewellery, it becomes a treasured heirloom symbolising love, connection and legacy.
This Sharod Utsav, Kalyan Jewellers invites families to embrace the spirit of the season, where every piece of jewellery is a celebration of tradition, connection and timeless beauty.
BrandBuzz
Tanishq launches Gold Exchange, brand ambassador Sachin Tendulkar bats for self reliant India
Tanishq, the jewellery brand from the Tata Group, has launched one of India’s largest gold exchange drives with the support of cricket legend Sachin Tendulkar. The campaign urges households to recycle their existing gold and reduce the country’s dependence on imports.
India is estimated to hold nearly 25,000 tonnes of gold within households, while 99% of the country’s annual gold demand is met through imports. Tanishq aims to address this imbalance by encouraging families to exchange old jewellery for new designs, thereby unlocking value at the individual level while strengthening the national vision of self-reliance.
For the first time, the company has introduced a 0% deduction exchange offer across all karatages, including as low as 9 KT, valid until October 21, 2025.
Ajoy Chawla, CEO – Jewellery Division, Titan Company Limited, said, “Every gram of old locker gold exchanged not only brings personal joy but also contributes to reducing imports. With our first-ever 0% deduction offer, we are making it simpler for every Indian to be part of this nation-building effort.”
Over the years, more than 30 lakh customers have participated in Tanishq’s gold exchange programme, leading to the recycling of nearly 1.7 lakh kilos of gold. The initiative now contributes nearly 40% of the brand’s overall business.
Sachin Tendulkar, brand ambassador for the campaign, said, “Gold is deeply woven into Indian culture and passed down generations. Tanishq’s exchange initiative offers families a transparent and trustworthy way to renew this legacy while reducing India’s dependence on imports — which is a win for every Indian.”
With a presence across 500+ boutiques in over 300 cities, Tanishq continues to position itself as a trusted name in jewellery, combining craftsmanship, purity, and contemporary design with social impact initiatives like the gold exchange movement
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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.