Kalyan Jewellers launches Pongal digital campaign
The ad film captures the festive spirit and the ancient cultural practices of Tamil Nadu
Kalyan Jewellers has unveiled an ad campaign for Pongal featuring actor Regina Cassandra. The digital ad film embodies the festive spirit of the Tamil New Year and reflects upon the age-old traditions practised by families to mark the harvest festival.
Set against a rural backdrop, this 40-second Pongal ad film beautifully captures the ethos of the Tamil region; their inclusivity, generosity of spirit and warmth extended towards guests and strangers alike.
The three-day Pongal festival is when most families unite and friends come calling. Actor Regina Cassandra effortlessly personifies today’s Tamil woman, embracing tradition and sharing her knowledge of it, to visiting friends. In a true representation of the Atithi Devo Bhava concept, the family welcomes their guest, a foreigner, and introduces her to their culture. Dressed in a saree, adorning the timeless maanga maalai and kemp stone temple jewellery from Kalyan Jewellers, she is not only welcomed, but also encouraged to actively participate in the celebrations.
Talking about the campaign ad, Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers, said, “As we announce the launch of our Pongal ad campaign, we are thrilled to celebrate this joyous festival with our patrons. Pongal is a time for family and friends to come together, rejoicing the New Year, and our campaign film captures the fun and festive spirit of the occasion. It is a testament to the cultural nuances and regional ethos of Tamil Nadu, and we extend our New Year wishes to our patrons on this auspicious occasion.”
