Kalyan Jewellers, one of the largest, most renowned, and most trusted Indian jewelry brand launches an ad campaign featuring actress, Regina Cassandra to celebrate the auspicious occasion of Pongal. The ad film captures the festive spirit of the people for the Tamil Nadu new year reflecting the old traditions and customs practiced by people.
The 40-second ad film beautifully exhibits the culture of the people of Tamil Nadu, it shows the zeal and jubilance with which they celebrate this festival. It depicts the generosity of spirit and warmth with which they welcome their guests and encourages them to actively participate in the celebration. During the three-day Pongal festival, families and friends unite to celebrate it.
In the ad film, actress Regina Cassandra portrays the role of a beautiful Tamil woman, embracing old traditions and sharing her knowledge about the significance of the festival with her friends and family. The enthusiasm for the celebration is depicted by the family members when seeing them decorate their houses with rangolis.
The film also shows the concept of Atithi Devo Bhava which has a deep significance in India and Hinduism. It means ‘Guests are God’. We Indians are known for our hospitality across the world. It is a part of the “code of conduct” for Indian culture. In the film, the family welcomes their guest who is a foreigner and introduces her to their culture. She dresses up in a traditional saree, adorning the renowned maanga malai and kemp stone temple jewelry from Kalyan jewelers. She is not only welcomed but is also encouraged to participate in the celebration.
Talking about the digital campaign ad, Ramesh Kalyanaraman, Executive Director of Kalyan jewelers said-With the launch of our Pongal ad campaign, we are excited to celebrate this suspicious and joyous festival with our patrons and customers. Pongal is a festival for family and friends to unite and celebrate with zeal and rejoice. The ad film captures the festive spirit of the people and the old-age traditions and customs. It is a testament to the cultural and regional ethos of Tamil Nadu and its people. We extend our wishes to all our patrons on this auspicious occasion of Pongal.
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