In April, Kalyan Jewellers’ print ad featuring brand ambassador Aishwarya Rai Bachchan received heavy criticism, especially on social media. The image used featured the actress representing aristocracy in the bygone era along with an underage servant holding a parasol. With accusations of racism, child labour and stereotyping, Kalyan was forced to retract the ad campaign.
The company had immediately pulled the ad and issued a statement saying "The creative was intended to present the royalty, timeless beauty and elegance. However, if we have inadvertently hurt the sentiments of any individual or organisation, we deeply regret the same. We have started the process of withdrawing this creative from our campaign."
Kalyan Jewellers has now come out with a Hindi television campaign featuring Amitabh Bachchan and South Indian actor Nagarjuna.
The campaign conceptualised by Push Integrated has been adapted from its regional campaign which was released in the South market in 2012.
As compared to the other jewellery ads, this new campaign is different because it has not used the category clichés like being set in a big marriage scene or featuring grandeur and wealth. The TVC doesn’t feature any jewellery at all and is more about the idea of trust and respect than product promotion.
Watch the ad here: http://bcove.me/ausaa2y1
The TVC narrates the story of a school headmaster played by Amitabh Bachchan who pays a visit to one of his successful students (Nagarjuna) in order to ask him to contribute to the rebuilding of the rain damaged school structure.
Bachchan isn’t able to broach the topic with him and returns empty handed. However, on reaching the school the next day he finds that Nagarjuna has arrived before him and already started the rebuilding process of the school. The ad highlights this unique form of trust – between a teacher and his student, and connects it with how Kalyan Jewellers consumers have immense faith in the brand.
Commenting on the new campaign, Ramesh Kalyanaraman, Executive Director, Marketing and Operations said, “Over the years Kalyan Jewellers has built a strong bond with customers, based on our credo of trust. Our brand tagline is not some marketing gimmick. It came to us because it was often mentioned by our customers who related the word ‘trust’ with our brand. The brand has always made a conscious effort to enlighten the customer about gold. This has resonated well with our customers across India. Through this campaign we have attempted to further cement this bond by appealing to the emotional sensibilities of people.”
The TVC is targeted at SEC A, B groups and will initially break on television followed by digital.