MUMBAI: Kalyan Jewellers has launched a new multimedia campaign to announce the inauguration of its flagship showroom in Chennai later in the month. 

The campaign focuses on Kalyan Jewellers bringing the world’s largest jewellery collection to Chennai. It features the company’s national brand ambassadors Amitabh Bachchan, Aishwarya Rai Bachchan as also regional ambassadors Prabhu Ganesan, Akkineni Nagarjuna, Shivaraj Kumar and Manju Warrier. Prabhu’s son Vikram is also part of the campaign.

Kalyan Jewellers executive director, marketing and operations Ramesh Kalyanaraman said, “Chennai is the single largest jewellery market in the country and it was important that the campaign appropriately reflected our strength of size and scale in bringing the largest and finest collection of jewellery to Chennai’s discerning customers. Kalyan Jewellers will bring the finest shopping experience to cater to the distinct demands of jewellery connoisseurs in Chennai.”

The new showroom is spread over 40,000 sq. feet and will display 600 kg of jewellery, offering more than five lakh contemporary and traditional designs.

The three-phased ad campaign is targeted at SEC A, B groups and will initially break on television followed by digital, print and outdoor.

The campaign has been designed by Push Integrated Communications. “The creatives attempt to communicate the proposition of the world’s largest gold and diamond jewellery collection at Kalyan Jewellers, captured in a candid, friendly manner on camera. The teaser films released on leading TV channels has Amitabh Bachchan talking to Prabhu and Aishwarya Rai Bachchan on his desire to learn Tamil in light of his visit to Chennai for the launch of Kalyan Jewellers,” said Push Integrated Communications managing director VA Shrikumar Menon.