Kalyan Jewellers announced on Monday, the release of its Navratri campaign film, built around the theme of Shakti, depicting women empowerment. The idea of the ad-film is focused on women as the source of strength, holding families and keeping traditions alive.
The video is anchored in the idea of positioning Shakti not as a single form but across roles including mother, daughter, sister and friend. The campaign is prepared in a way that frames the festival as a point where traditions are passed between generations.
The film is set in a home environment, following the women of the family preparing for the rituals. The ad-film is designed in a way that it resonates with the emotive side of the audience as it moves through scenes in the kitchen, a mother and daughter exchanging jewelleries, an elder’s blessing and garba, before concluding with the worship of the Goddess.
Kalyan Jewellers has tied this campaign to its Navratri edition, inviting audiences to mark the festival with jewellery associated with family traditions. The campaign is live across Kalyan Jewellers’ digital and social media platforms.
