Malabar Gold & Diamonds, the responsible jeweller, has launched its first brand campaign in Odia, ‘Amara Porampara Amara Malabar’ featuring the popular superstar of Odisha, Sabyasachi Mishra. While bringing alive the emotional and cultural significance of gold in Odia traditions, the campaign traces a girl’s journey from her birth to becoming a bride, weaving through Odisha’s cherished customs such as Pooja, Annaprasan, Raja festival, and wedding.

Aesthetically shot through Sabyasachi Mishra’s narrative, the campaign projects gold jewellery not only as a treasured companion in all of life’s milestone occasions and celebrations but also as a symbol of purity, blessing, celebration, and lifelong promise. In addition, the campaign reflects Malabar Gold & Diamonds’ core ethos – purity beyond shine, responsible sourcing, unparalleled craftsmanship and unwavering trust. With its first brand-campaign in Odia, Malabar Gold & Diamonds further deepens its association in Odisha and people of the state by capturing the essence of the important Odia traditions.

The campaign is running extensively via TV channels, digital platforms, cinemas, and visual merchandises. The campaign aims to position Malabar Gold & Diamonds as the preferred bridal Jeweller as well as the most trusted and responsible jewellery brand among the people of Odisha and Odia diasporas living across the country and beyond.

Commenting on his collaboration for the campaign, Sabyasachi Mishra said, “I feel honoured to represent the rich tradition ns of Odisha in this excellent brand campaign of Malabar Gold & Diamonds. Gold holds a special place in every Odia home—it’s part of our blessings, our prayers, our precious moments in life. While emphasizing the brand’s philosophy of transparency and ethical craftsmanship, the campaign which is deeply rooted into our cultural ethos will definitely resonate with the Odia community in the state and beyond.’’

Commenting on the campaign, MP Ahammed, Chairman, Malabar Group said, “The brand campaign is a tribute to Odisha known for its supreme cultural and artistic heritage. Sabyasachi Mishra is a natural choice for us for this campaign, as his enduring appeal among the people of Odisha and the values he stands for reflects our commitment to purity and trust. This campaign beautifully captures the journey of life’s most treasured moments, and with Sabyasachi leading the narrative, we are proud to honour Odisha’s traditions.”

Malabar Gold & Diamonds has showrooms in, Bhubaneswar, Cuttack, Angul, Rourkela, Berhampur and Sambalpur in Odisha. Malabar Gold & Diamonds offers Malabar promises to its customers. The commitments include transparent price tag indicating the exact manufacturing cost,  stone weight, net weight and stone charge of the jewellery, complete transparency, fair price policy, 100 percent value on diamond exchange, assured lifetime maintenance for the jewellery, 100 per cent value for gold when reselling old gold jewellery and zero deduction on exchange, 100 per cent HUID compliant gold hallmarking certifying the purity of gold, IGI and GIA certified diamonds ensuring 28-point quality check of global standards, buyback guarantee and responsible sourcing and fair labour practices.

Bollywood just got a stylish new update! While Amitabh Bachchan continues to represent the heritage and elegance of Kalyan Jewellers, Shah Rukh Khan has officially stepped in as the brand ambassador for Candere—Kalyan’s youthful, design-driven jewellery label.

More than just jewellery, Candere is a lifestyle statement—bold, expressive, and deeply personal. And there’s no better icon than SRK to represent that spirit. Known for his effortless elegance and unmatched screen presence, Shah Rukh embodies the confidence and individuality that define the brand.

The newly launched campaign featuring SRK is already making waves. With his signature charisma and refined flair, he redefines modern masculinity—showing that jewellery can be powerful, stylish, and fearless. It’s not just about adornment—it’s about attitude and authenticity.

The association with Shah Rukh Khan adds gravitas to the launch. His global appeal, enduring popularity, and timeless sophistication align perfectly with Candere’s vision. While Kalyan Jewellers has long been a household name in India, Candere aims to carve its own path in the lifestyle and fashion space—starting with none other than the King of Hearts himself.

Ramesh Kalyanaraman, Director, Candere said, “The Indian jewellery industry is undergoing clear segmentation, with consumers increasingly seeking pieces that reflect their personality, align with their lifestyle, and suit specific occasions. Candere is built for this shift – especially for those who are Gen Z at heart: expressive, individualistic, and digitally engaged. In Shah Rukh Khan, we found a partner whose cultural resonance, timeless appeal, and emotional connect mirror the values we stand for. He bridges generations while remaining powerfully relevant to today’s audience. His presence will help us articulate the idea that Candere’s jewellery is no longer just about adornment – it’s a thoughtful, personal expression of identity and intent.”

Candere has carved a niche for itself in the lifestyle jewellery space through its versatile, design-forward collections that cater to contemporary sensibilities. While it is widely known for modern jewellery collections for women, the brand is also gaining momentum in the men’s segment with one of the most diverse offerings in the market.

Shah Rukh Khan, Brand ambassador, Candere commented, “Jewellery has always been a powerful expression of love, memories, and identity. I’m excited to partner with Candere, a brand from the House of Kalyan Jewellers, which offers a modern and fresh perspective on how people wear and gift jewellery today. It’s elegant, it’s relevant, and it speaks to those who celebrate meaning in every moment.”

Candere’s omnichannel presence ensures consumers can enjoy a seamless shopping experience both online and offline. Supported by Kalyan Jewellers’ legacy of trust, Candere offers elegant yet accessible collections starting at Rs. 10,000, making it a compelling choice for daily wear and heartfelt gifting.

With over 75 retail stores across India and a rapidly expanding footprint, Candere is on a mission to reimagine lifestyle jewellery—not merely as adornment, but as a bold statement of personal style.

This landmark move by the House of Kalyan brings together two generations of legends under one roof. Amitabh Bachchan, with his enduring grace, continues to represent the brand’s legacy, while Shah Rukh Khan ushers in a new era for Candere—one that champions contemporary fashion, accessibility, and self-expression.

With these two cinematic titans at the helm, Kalyan Jewellers and Candere aren’t just selling jewellery—they’re shaping a cultural moment that blends tradition with trendsetting style. And with SRK leading the charge, one thing is certain: the future of jewellery just got a lot more iconic.

CaratLane, India’s leading omni-channel jewellery brand, was delighted to have its designs featured on actor Nitanshi Goel as she walked the red carpet at the Cannes Film Festival on May 15. The rising star of Laapataa Ladies, which earned global acclaim with an Oscar nomination, chose designs from CaratLane’s newest collection, Sol, to complement her debut appearance.

The jewellery worn by Nitanshi for this special occasion added a touch of understated elegance to her look. Inspired by the brilliance of the sun, the Sol collection brings warmth, light, and modern charm—qualities that aligned seamlessly with her youthful presence and personal style.

This moment underscored the shared values between CaratLane and a new generation of Indian talent—where jewellery is not just about adornment, but a celebration of personal identity and creative expression.

Saumen Bhaumik, Managing Director of CaratLane, said:

“Nitanshi Goel walked the Cannes red carpet wearing CaratLane jewellery, and we couldn’t have been more delighted. At CaratLane, we are deeply committed to celebrating individuality and modern Indian femininity. Nitanshi is a powerful new voice in cinema — authentic, grounded, and extraordinarily talented. Her journey from India’s heartland to the global spotlight is inspiring, and we were honoured to be part of her Cannes debut. The designs she wore celebrate everyday radiance and youthful elegance — which made this association all the more meaningful.”