Fine jewellery brand Kalyan jewellers has teamed up with actress Regina Cassandra to launch its India Independence Day campaign. The advertising campaign is designed to celebrate soldiers and their families while reversing traditional gender roles and showcases Kalyan Jewellers’ latest bridal jewellery collection.

For the 76th India Independence Day, Kalyan Jewellers has launched an advertising film which sees Cassandra dressed as a bride to model the brand’s latest designs ahead of the upcoming autumn wedding season, Kalyan Jewellers announced in a press release. The film has a twist when it ends with Cassandra wearing an army uniform, aiming to send the message that women can be both elegant and strong. 
 
“The ad film masterfully depicts dignity and grace entwined with unyielding strength, all the while emphasising the paramount importance of collective responsibility and gender-neutral involvement in shaping the nation’s destiny,” announced Kalyan Jewellers in a press release. A potent reminder that bravery knows no gender boundaries and strength is an inherent trait within all individuals. The film’s artistry shines not just in its compelling storyline, but also in the nuanced, subdued acting that powerfully resonates with the audience through expressions and gestures.”

The brand is also celebrating opening its 200th showroom to date this month as it continues to expand its brick-and-mortar presence across India. As part of its celebrations for the launch, Kalyan Jewellers has rolled out a ‘Celebrating 200 Showrooms’ campaign which enables shoppers to avail up to 25% off making charges of all of their gold jewellery purchases. 
 
Kalyan Jewellers is headquartered in Thrissur in Kerala and retails across India and the Middle East. The business specialises in traditional gold, diamond, and gemstone jewellery and also retails contemporary designs.