Chennai, Jan 13: Kalyan Jewellers, one of India's largest and most trusted jewellery brands, celebrates the auspicious occasion of Pongal with its unique ad campaign featuring actor Regina Cassandra. The digital ad film embodies the festive spirit of the Tamil New Year and reflects upon the age-old traditions practiced 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, Mr. 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."

Celebrating the occasion in unique style, the jewellery brand has announced up to 25% off on wastages for all jewelry purchases as well as a flat Rs. 148 off per gram on gold rate. Customers can avail the exciting range of offers along with benefits of Kalyan's 4-Level Assurance Certification on their jewellery purchases, ensuring a seamless service-backed shopping experience. The one-of-its-kind offers are valid until 31st January 2023 across Kalyan Jewellers' showrooms in India.

With presence at 168 locations globally, Kalyan Jewellers offers its patrons Muhurat, the bridal jewellery line curated from across India along with exclusive sections featuring Kalyan's popular house brands such as Tejasvi (Polki jewellery), Mudhra (handcrafted antique jewellery), Nimah (Temple jewellery) and Glo (dancing diamonds). Other sections at the showroom include Ziah (Solitaire-like diamond jewellery), Anokhi (uncut diamonds), Apoorva (diamonds for special occasions), Antara (wedding diamonds), Hera (daily wear diamonds) and Rang (precious stones jewellery).

Kalyan Jewellers' 5 Best Jewellery pieces for Pongal

Celebrated amidst a lot of fanfare, Pongal marks the New Year in Tamil Nadu and is known for extravagant celebrations, filled with traditions and excitement. The festival brings its share of joy and gives people a chance to flaunt their finest jewels.

On this auspicious occasion, Kalyan Jewellers brings you the top 5 jewellery picks from their stunning festive collection. Explore these exquisitely crafted pieces of jewellery, each more precious than the other and get ready to look your very best this Pongal!

Listicle: This classic pair of gold bangles from Kalyan Jewellers, embedded with rubies that are delicately placed in a symmetrical floral pattern, is the most elegant addition to complement your traditional attire this Pongal. Versatile in its look, these balas are the perfect heirloom jewellery pieces that can be passed on from one generation to another.

Manga Malai: This is a traditional south Indian necklace with mango shaped motifs adds the perfect touch of charm to your traditional outfit. Dainty rubies and emeralds placed alternatively above the motifs add color to this gorgeous, statement kaluttani (necklace). Pair it with a beautiful silk saree for the most elegant and classic look this Pongal.

Kadas: This intricately detailed bangle is the perfect addition to complete your traditional look. Inspired by the temple design, the motif of Goddess Lakshmi is adjacently graced with a flower along with delicate red rubies that serve as a beautiful contrast to this traditional gold kadas and complements the whole design.

Kaluttani :This temple inspired necklace from Kalyan Jewellers has Goddess Lakshmi gracing her lotus throne at the heart of the necklace. Surrounded with intricate leaflets and deep seated with rubies and emeralds, this grandeur necklace has a very distinct and royal look. The dangling pearl motis at the bottom add the final sparkle of elegance to this kaluttani (necklace).

Earrings: These are an integral part of every woman's jewellery collection and this piece is special in its design- with Goddess Lakshmi at the very centre. Taking inspiration from Tamil Nadu's fauna, a duo of peacocks, shielding Lakshmi mata on either side, adds to the magnificence of the earrings. The embedded rubies and emeralds, along with the dangling pearl motis, make this piece look so effervescent and vibrant.

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About Kalyan Jewellers

Headquartered in Thrissur in the state of Kerala, Kalyan Jewellers is one the largest jewellery retailers in India with a presence in the Middle East. The company has enjoyed a long-standing presence in the Indian market for nearly three decades and has set industry benchmarks in quality, transparency, pricing and innovation. Kalyan offers an array of traditional and contemporary jewellery designs in gold, diamonds and precious stones catering to the distinct needs of the customers. Kalyan Jewellers has 168 showrooms across India and the Middle East.