Kalyan Jewellers has recently roped in actress Sonam Kapoor as the face of the brand.She will be seen endorsing the brand’s exquisite range of gold and diamond jewellery, especially in the Northern and the Western markets.
Kapoor has replaced actress Aishwarya Rai Bachchan, who was the ambassador of Kalyan Jewellers for more than three years. Last year, the brand courted controversy, when one of their ads, featuring Aishwarya ‘representing aristocracy in the bygone era’ along with an underage child holding an umbrella over her head, received a lot of backlash on social media. The print ad had to be withdrawn as it was under fire for depicting child labour.
Post this; the company 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."
Few months later, the brand came out with an ad, featuring Amitabh Bachchan and Nagarjuna with an aim to reinforce trust in the brand. It was released to underline the idea of trust and respect, than mere product promotion.
We spoke to some branding and advertising experts about Kalyan Jewellers new brand ambassador and if she is the right fit for the brand:
According to Jagdeep Kapoor, Chairman & Managing Director, Samsika Marketing Consults, “When a brand is built, the sole responsibility is on the shoulders of the brand manager, who is like the custodian of the brand. He/she approves the strategy for the campaign and the endorser only takes the decision, whether to go ahead with the script or not. So if anything has to happen, it starts and ends with the brand manager.”
Commenting on this, Anshul Sushil, Co-founder, Boring Brands said, “Brand endorsement is actually a very tricky thing. Last year when Aishwarya’s ad courted controversy, the brand did the right thing, by removing it. They actually had no option, since it was receiving flak on social media. A brand endorser should appeal to audiences across platform, not limited to television or print. I feel Kalyan Jewellers will benefit a lot from getting associated with Sonam Kapoor, because of her latest movie Neerja. In the last 3-4 months, she has been trying to carve out her own niche, which goes well with the personality of the brand. Among the top 5 actresses of today, Sonam fits well with the idea of ‘woman of substance’ which the brand promotes, and she is the best replacement which Kalyan Jewellers could have got.”
On the other hand, Amitava Mitra, Founder & Managing Director, Bee Advertising cited, “Not sure what the objective of campaign with Sonam Kapoor is; if it is to rebuild trust after the Aishwarya ad controversy, then I am afraid Sonam Kapoor is certainly not the right choice. With all due respect to her, she doesn't have the stature to rebuild trust for a brand. If it is only to replace Aishwarya as brand ambassador to promote the brand on the style and elegance platform she may be an acceptable choice. However, Sonam cannot be responsible for the brand beyond just projecting the brand and jewellery for those seeking style and elegance.”