Kalyan Jewellers recently launched its Chatth Puja campaign advertisement featuring ambassador Wamiqa Gabbi and veteran actor Mohan Agashe. The campaign pays homage to the festival’s spirit of celebrating and nurturing familial bonds and traditions over generations.

Chhath is an ancient Hindu festival dedicated to honouring the Sun God over a period of four days. Historically native to central, east India, and the Nepalese provinces of Koshi, Madhesh and Lumbini, the Kalyan Jewellers campaign sees Gabbi recounting her grandmother’s wisdom while explaining why Chatt Puja is celebrated.

The video emphasizes the joy of homecoming and familial reunion during festivals and remembering and respecting one’s ancestors even as one embarks on new beginnings – physically and metaphorically captured by revering both the rising and setting sun. With a focus on bridging generations and fostering familial unity, the ad symbolizes the everlasting values that bind Indian families together.

Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers, expressed his enthusiasm for the campaign, “We are thrilled to present this heartfelt campaign, honouring the spirit of homecoming and the cultural vibrancy that Chhath Puja embodies. Through this ad, we aim to cherish the festival’s traditions while celebrating the timeless bonds that enrich our lives,” he said.

Kalyan Jewellers also announced the launch of limited-edition, festive-curated gold coins, with engravings of Ganesh and Lakshmi in both 22 carat and 24 carat ranging between two and eight grams respectively.