For last summer weddings, there were a huge number of audiences. But in this season, it scaled down to mini-monies (miniature ceremonies). The people are afraid to attend public events and moreover, there are restrictions from the government about the maximum number of attendees in these types of ceremonies. Keeping this changing trend in mind, Kalyan Jewellers launched a new campaign named #MuhuratAtHome, that targets on the lockdown weddings.
#MuhuratAtHome is about returning-to-basics- to a period and an age, where wedding ceremonies are home affairs. At the point when the invitee list was minimized and the wedding itself a simpler and easier to plan that every family member involved.
Kalyan Jewellers has obtained a hyperlocal approach and multiple ad films that sum up this concept will be released locally across India. The ad is shot in different languages including Malayalam, Hindi and Tamil. This #MuhuratAtHome campaign will include a series of short ads highlighting the rituals practised in a simple, homely wedding setup.
Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers said, “Weddings have always brought people together. This year, with the lockdown restrictions in place during peak wedding season, we presumed that everyone would postpone their wedding plans, but was surprised to see that this wasn’t the case. Families traded bigger ceremonies for intimate functions, ruled by minimalism, simplicity and personalization. It is almost like a revival of weddings from 50-odd years ago. Our #MuhuratAtHome campaign aims to capture this trend of intimate weddings. Be it a large wedding or a smaller affair, Kalyan Jewellers is here to help make cherished memories as couples enter into their once-in-a-lifetime bond forever.”
