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Kalyan Jewellers receives ‘Best Social Media Campaign’ Award at the Retail Jeweller Awards



Kalyan Jewellers, one of India’s largest and most preferred jewellery brands, has today been recognized with the ‘Best Social Media Campaign Award’ at the Retail Jeweller India Awards, which is the oldest and the most prestigious platform in the jewellery industry. Kalyan Jewellers received the award for its iconic ‘The Smile Campaign’ to celebrate the occasion of Daughter’s Day. The award was received by Mr. Rajesh Kalyanaraman, Executive Director – Kalyan Jewellers, who was present at the 17th edition of the Retail Jeweller India Awards. The ceremony had in attendance some of the most-respected and re-known leaders from India’s bullion, gems and jewellery industry as well as key officials from Commodity Exchanges, Central and Bullion banks.


As part of the one-of-its-kind social media campaign, Kalyan Jewellers followed an influencer-marketing led strategy, wherein the brand roped in 25 bloggers and key opinion leaders, who generated original content through Instagram reels, video posts and stories on their social media pages leveraging the key moments and music from newly-launched Muhurat campaign ad.


Following the campaign, the Muhurat IGTV video shared by the jewellery brand witnessed 21-fold increase in viewership, from 11,000 views to a phenomenal 239,714 views within a span of 5 days. The week-long Daughter’s Day ‘The Smile Campaign’ by Kalyan Jewellers garnered an engagement of 1.6 Million and reach of 2.1 Million with 3.4 Million Impressions.


Kalyan Jewellers’ Muhurat ad featured global brand ambassadors Amitabh Bachchan and Katrina Kaif portraying the father-daughter bond on-screen. The star-studded ad campaign also saw the likes of Kalyan Jewellers’ brand ambassadors Prabhu Ganesan, Akkineni Nagarjuna, Shivraj Kumar and Manju Warrier, who featured in the region-specific renditions.


Kalyan Jewellers has taken major strides in revamping its marketing strategy, with strengthened focus on digital and social media presence. Over the past 1 year, the jewellery brand has launched iconic campaigns, from the #IAmMoreThanEnough campaign on International Women’s Day, urging women to challenge social narratives and societal constructs, while embracing one’s individuality and unique sense of style, to the #TrustIsEverything and #MuhuratAtHome campaign fundamentally emphasizing the strong bond shared among family members and the emotion of trust associated with it.

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