Kalyan Jewellers has partnered with Annapurna Studios to launch the ‘Bangarraju’ men’s jewellery collection, ahead of the much-awaited Sankrathi release of the Akkineni Nagarjuna and Naga Chaitanya movie.

The long Navaratna haram and the iconic Puligoru haram worn by the father-son duo in ‘Bangarraju’ is from the personal collection of the legend Akkineni Nageswara Rao, or ANR, as he is lovingly known in the region. In the Bangarraju movie, Nagarjuna has brought into vogue the Panche Kattu (dhoti drape), Puligoru and Navaratna Haram – the style that once defined the timeless ANR look.

Puligoru, which means tiger claw, is a traditional masculine design signifying courage, and is part of the cultural ethos and legacy of this region. The nine precious gemstones in the Navaratna haram symbolise purity, humility, awakening, contentment, courage, love, wisdom, compassion and health. Kalyan Jewellers has recreated these two iconic pieces from the Akkineni family collection, giving fans a chance to recreate and embrace the iconic look.

Talking about this association, Kalyan Jewellers brand ambassador and ‘Bangarraju’ lead, Akkineni Nagarjuna, said in a video message, "My father has always been my inspiration, and this traditional look that I have recreated for the movie Bangarraju is a tribute to him – even the jewellery that I wear in the movie is originally his," said Kalyan Jewellers brand ambassador and lead actor, Akkineni Nagarjuna, in a video message. This traditional style seems to have appealed to moviegoers ahead of the film's premiere, which is how Kalyan Jewellers came on board to reproduce Nana Garu's haram creations."

Talking about the announcement, Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers said, “We consider it an honour to be able to duplicate the renowned jewellery pieces that previously belonged to Nageshwara Garu. We've always had a hyper-local product and outreach approach as a company. We've urged our customers to not only be proud of their traditional designs, but also to wear them with flair - and when it comes to style, no one does it better than The King (Akkineni Nagarjuna). This is our Sankranti special offer to our consumers."

Bangarraju jewellery can be pre-ordered at Kalyan Jewelers outlets across India and the Middle East.