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Kalyan Jewellers Unveils New Campaign Celebrating The Nimah Collection

Directed By Priyadarshan and Featuring Sreeleela and Kalyani Priyadarshan, The Campaign Reimagines Temple Jewellery As A Timeless Blend Of Heritage, Strength, and Contemporary Elegance

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Kalyan Jewellers has unveiled a new brand campaign for its Nimah Collection, directed by acclaimed filmmaker Priyadarshan and featuring brand ambassadors Sreeleela and Kalyani Priyadarshan.

Built around the idea of “A Legacy You Wear,” the campaign presents a cinematic interpretation of India’s temple jewellery traditions, positioning them as enduring expressions of identity, strength, and artistry. Through a narrative-led approach, the film brings together mythology and classical performance to present temple jewellery beyond traditional settings.

The campaign unfolds through two complementary personas. Sreeleela’s character reflects strength and discipline, transitioning from archery to classical dance, with bold temple jewellery reinforcing a sense of power. In contrast, Kalyani Priyadarshan’s portrayal explores introspection and creativity through music and writing, with jewellery that highlights finer detailing and understated elegance. Together, the film positions the Nimah collection as heritage jewellery designed to remain relevant across generations.

The Nimah collection draws inspiration from South Indian temple jewellery and is defined by intricate Nakashi (hand-carved) work. The range includes statement bridal necklaces and haarams, temple-inspired chokers, earrings and jhumkas, as well as rings and chains, designed for both bridal and festive occasions.

As part of Kalyan Jewellers’ commitment to trust and transparency, every piece from the Nimah collection comes with the brand’s 4-Level Assurance Certificate, guaranteeing purity, free lifetime maintenance, and transparent buy-back policies.

The campaign is now live across digital platforms, with the Nimah collection available at Kalyan Jewellers showrooms, offering patrons an experience of jewellery defined by divinity, tradition, and enduring elegance.

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BrandBuzz

MMTC-PAMP Launches Industry’s First Organized Silver Buyback for Coins, Bars, and Jewellery

Phased Rollout Across Key Indian Cities Introduces Transparent, Tech-enabled Silver Recycling and Instant Buyback Payouts, Addressing Rising Demand for the White Metal

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MMTC-PAMP, India’s only London Bullion Market Association (LBMA) Good Delivery gold and silver refiner, today announced the launch of the industry’s first organised buyback offering for silver coins, bars and jewellery. MMTC-PAMP plans to offer this service at select retail stores across India.

At present, MMTC- PAMP operates 17 stores for the recycling of gold in India and aims to extend its hassle-free buyback offering for silver across these centres. In the first phase of the launch of the project, MMTC-PAMP will commence silver recycling at select exclusive brand stores/purity verification stores in Kolkata, Bhubaneswar, Guwahati, Ludhiana, Ahmedabad, Mumbai and New Delhi. The company plans to expand this service across all its stores in India in the next fiscal year.    

Speaking on the launch, Samit Guha, Managing Director and CEO, MMTC-PAMP, said,

“Indian households collectively hold approximately 35,000 tonnes of gold and much more silver. While the silver mine production capacity, globally, is not expanding significantly, the demand for the white metal seems to be growing at a much faster rate. Given the current scenario, we expect recycled silver to play a key role in meeting the current supply-demand gap.”

To avail MMTC-PAMP’s cutting-edge silver buyback process, consumers can visit the company’s Purity Verification Centre and verify their silver products. The bars, coins and jewellery will be melted and then tested under XRF technology, the industry standard for precise purity, under security surveillance. After the necessary documentation for refining and buyback is completed, the silver will be valued based on the best market buyback rate, and an instant payout will be initiated to the customer’s designated bank account.

With the silver buyback service, customers can sell their silver items through a transparent process that offers live purity verification and clear valuation. At the same time, customers can also buy physical gold or silver coins and bars offered with 999.9+ purity from MMTC-PAMP.

Every product created by MMTC-PAMP undergoes a rigorous purification process to ensure 999.9+ metal purity. To guarantee authenticity, each MMTC-PAMP product carries a unique identification number and is packaged in an Assayer-certified minted card. Additionally, every silver product purchased from MMTC-PAMP offers positive weight tolerance, ensuring each coin weighs more than the listed weight and delivers maximum value to customers.

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