Kalyan Jewellers, India’s leading and trusted jewellery brand known for its transparency, innovation and customer service has launched a new campaign to reinforce its positioning of Trust. The advertisement has none of the glitz and glamour associated with a typical jewellery advertisement and yet, the message the brand wants to convey is loud and clear. The campaign drives home the brand identity of Kalyan Jewellers through a heart wrenching story. Amitabh Bachchan’s school headmaster character decides to pay a visit to his successful student (portrayed skillfully by Nagarjuna) whom he trusts will contribute to the rebuilding of the dilapidated school structure. After spending a day with his student and his family, Bachchan returns without broaching the subject of funding. The hesitant body language of the teacher had told Nagarjuna all that he needed to know. So the next day when Bachchan reaches the school, he finds that has already initiated the rebuilding process and fulfilled the trust and faith that he had in him. This ad campaign is unique in the way it has been conceptualized and presented. For starters, the advertisement has none of the glitz and glamour associated with a typical jewellery advertisement – no wedding scene, no sparking jewellery and no mention of the product. And yet, the message the brand wants to convey is loud and clear. Much like a customer who walks into Kalyan Jewellers, places his trust in the brand; Kalyan Jewellers understands their customers’ mind and can be trusted to fulfill their implicit needs. 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. And the reason for this could be manifold - from the campaigns we run to educate customers about purity of gold called ‘Fight Against Impure Gold’ or the ‘My Gold My Right’ campaign which tackled the malpractices in the industry to the revolutionary step of ‘No Offer’, ‘No Discount’ and ‘Rate Tags for every ornament’. The brand has always made a conscious decision to enlighten the customer about gold. This has resonated well with our customers across India and the brand has become synonymous with Trust. Through this campaign we have attempted to further cement this bond by appealing to the emotional sensibilities of people.” The ad campaign is targeted at SEC A, B groups and will initially break on television followed by digital.