GlamBuzz
Kalyan Jewellers rolls out new emotion-led brand campaign across India with Celebrities
‘Celebrating the Bonds that Shape our Lives’ features Amitabh Bachchan, Janhvi Kapoor and regional ambassadors in an emotion-led narrative
Kalyan Jewellers has unveiled a new brand campaign titled ‘Celebrating the Bonds that Shape our Lives’, featuring actors Amitabh Bachchan and Janhvi Kapoor, alongside the brand’s national and regional ambassadors.
Built around an emotional, storytelling-led narrative, the campaign positions jewellery as a symbol of relationships and shared moments rather than being limited to specific occasions. Through intimate portrayals of familial and personal bonds, the campaign seeks to resonate with consumers across generations and geographies.
Kalyan Jewellers through the initiative reinforces its long-standing focus on trust, values and emotional connections, while strengthening its appeal among diverse consumer segments. By linking jewellery to everyday relationships and life milestones, the brand aims to deepen engagement with audiences across India’s varied cultural landscape.
The multi-platform campaign will be rolled out across television, digital and regional media, underscoring Kalyan Jewellers’ strategy of combining celebrity influence with locally relevant storytelling to build emotional resonance at scale.
GlamBuzz
De Beers Group Honours Suryakumar Yadav With A 9-Carat Cricket-Inspired Natural Diamond Creation
Introducing An Extraordinary Bespoke Powerplay Pendant and A Constellation Diamond Chain, Each A Masterpiece In Natural Diamond Artistry
Something has quietly changed in the way Indian men relate to jewellery, and De Beers Group is paying attention. To mark this shift, they have gifted the cricketing icon, Suryakumar Yadav, a customised natural diamond cricket-inspired powerplay pendant strung onto a unique natural diamond chain. The collaboration aims towards a cultural shift, one where men are choosing diamonds not as occasion wear, but as personal expression—as an extension of identity. And in what may be the most fitting symbol of that shift, natural diamonds have found their way to the cricket pitch.
The powerplay pendant is a refined tribute to leadership, precision and the commanding spirit of the game. Conceived as a symbol of vision and direction, the design is anchored by a sculptural cricket bat that cuts through the form with purpose, shaping its structure while embodying the clarity and confidence of a true captain. Crafted in 18kt white gold, the piece comes alive through the interplay of natural diamonds, where contrast meets harmony. One half of the form is illuminated in pavé, evoking the collective energy of a team in motion, while the brushed gold surface reveals a singular solitaire, an abstract cricket ball, capturing that defining moment where opportunity meets precision.
A dynamic line of princess and baguette-cut natural diamonds traces the length of the bat, punctuated by custom triangular cuts that enhance volume and create a sense of forward movement, mirroring the momentum of the game itself. Across the pendant and chain, the creation features a remarkable total of 1,848 natural diamonds, a testament to both scale and meticulous craftsmanship. The powerplay pendant forms the sculptural centrepiece, while the constellation chain extends this narrative through an intricate composition of over 400 handcrafted links, each seamlessly set with natural diamonds, together embodying precision, rhythm and modern masculinity.
The powerplay pendant is set with natural diamonds totalling approximately 9 carats, while the complete creation amounts to an impressive 21 carats of natural diamonds. The result is a piece that balances strength with fluidity, mirroring Suryakumar Yadav’s own style of play—sharp, controlled, and effortlessly refined.
Speaking on the customised pendant, Suryakumar Yadav said:

“The powerplay pendant is special to me. It reflects my journey and identity in the field in a deeply personal way. What the De Beers team has created is more than just jewellery. It is a piece of my story, crafted with precision and intention that I deeply connect with. It is something I will always carry as a reminder of where I come from and what I stand for.”
In India, natural diamonds have always symbolised moments that matter. With these creations, De Beers Group elevates that meaning into something deeply personal—a celebration of journeys shaped by time and an unshakeable belief in one’s own path.
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