Kalyan Jewellers, reputed as one of India’s leading and trusted jewellery brand, launched a new diamond jewellery collection namely Apoorva, with its advertising campaign featuring brand ambassadors and Bollywood’s celebrity couple Jaya Bachchan and Amitabh Bachchan.

The Apoorva collection comprises of chokers, necklaces, quintessential for brides to be, and jewellery to adorn the festive and traditional occasions. The necklaces are combined with earrings, bracelets and bangles. The necklace designs incorporate traditional canvas of organic motifs and a labyrinth of diamonds, rendering an illusion setting that deliver more brilliance and a bold flourish.

Ramesh Kalyanaraman, Executive Director Marketing and Operations of Kalyan Jewellers said, “Every woman desires a diamond necklace for her wedding, and Apoorva fulfills the distinct needs of every woman by offering a compelling collection which is intricately crafted and completes the wedding trousseau.”

The ad campaign announcing the launch features Jaya Bachchan and Amitabh Bachchan as grandparents. The concept builds on the premise of a grandmother’s reluctance to consider diamond necklaces for the granddaughter’s reception, which is based on her belief that a ‘large set’ will not be available for her budget of Rs. 5 to 10 lakh, but the grandfather selects an Apoorva diamond necklace at the Kalyan Jewellers showroom, which is not only appealing in design but price too. The TVC will also be aired in Hindi and in regional languages. languages script is tweeked to included the local brand ambassadors Ms. Manju Warrier, Prabhu and Nagarjuna.

The collection is priced between Rs. 5 lakh and Rs. 10 lakh. To promote its latest offering, the jeweller is giving customers 90 percent cash back and 100 percent buy back in exchange for this range of jewellery.