MUMBAI: Kalyan Jewellers has launched its new digital campaign for the festival of Gudi Padwa. The digital campaign features Kalyan Jewellers’ regional brand ambassador and Marathi actress Pooja Sawant in a traditional avatar, wearing jewellery from Kalyan Jewellers’ brand new Sankalp jewellery collection paired with a nauvari saree.

Gudi Padwa, which marks the beginning of a new year is celebrated in the state of Maharashtra with huge fanfare. Considering Gudi Padwa is one of the most auspicious gold buying muhurat of the year, the brand has launched the new Maharashtrian heritage inspired jewellery line Sankalp. This digital campaign encapsulates the various customs and rituals followed by a new bride on Gudi Padwa, highlighting that these traditional practices is something that the millennials continue to honour and upkeep. It is for the first time that Kalyan Jewellers has launched a digital-only campaign for Gudi Padwa.

Speaking about the campaign Kalyan Jewellers ED Ramesh Kalyanaraman said, “Gudi Padwa is a great time to renew our commitments to this market, and showcase the vast variety of traditional Maharashtrian designs that Kalyan Jewellers has to offer. Currently, we have a total of nine showrooms in the state of Maharashtra, and we recognise it as one of our key markets with a lot of potential. With Sankalp, our range of traditional Maharashtrian jewellery, we hope to cater to a younger audience who juggles the world of modernity and tradition with ease. Our digital campaign, is targeted at this section and it highlights the deep rooted traditions and customs of the land, that they proudly follow.”

Kalyan Jewellers had recently signed regional celebrities in other important markets like Gujarat, Punjab and West Bengal.