The whole atmosphere during Independence Day is of sales in the market and a surging patriotic feeling. At every moment, the citizens are prompted to respect the people working on the border, to buy Indian-made goods, to speak of India’s achievements and so on. It is also when the brands leverage the associated emotions, strumming the emotional chords. Some make a ruckus, and few make an uncluttered, nurtured sweet melody. It is always a subject which can go wrong. This year, Kalyan Jewellers did touch the hearts full of patriotic tsunami around Independence Day with their simple film with a twist at the end.
The whole nation on the day celebrates its freedom. The masses salute the Tiranga, and stories and songs of velour and bravery are on the loudspeaker. The nationalistic feeling has found new exponential heights with the ‘Har Ghar Tiranga’ campaign.
Kalyan Jewellers released its film, which, not to any surprise, opened up on the marriage ceremony. Quite a few jewellery designs were displayed before the news came. There is a call from headquarters, and the person has to join immediately. The message is not sent to the person but is relayed like the old-time radio transistors. Jokes apart, you see the person carrying the ironed uniform apologising that the call of duty has to be respected. And then, as the person leaves, you realise you have been tricked. And in fact, you have allowed yourself to be nudged into being tricked.
The Kalyan Jewellers hint at honouring the strength, grace, and resilience of our brave men and women who shine brighter than their finest jewels. There is no other specific action, call for action or anything else. You feel good. Your heart, surging with the waves of patriotic emotions, feels justified and calmness returns. You forward the file. For others to see and learn. You think you have done your good deed of the day. And for a moment, if you are in the market for gold/diamond buying, you subconsciously make an appointment with the Kalyan Jewellers shop you have seen in the city.
Why can’t the film work beyond Independence day?
As for the brand, the film works. Independence Day is over; the film presence in digital slowly starts dropping in intensity, and you realise that you have been tricked thrice over. Once you watched the film the first time, once when you forwarded it to share it on social media and now when the brand moves on. Maybe it is not the end, and perhaps we will see many different situations featuring many more professions and empowered women defining a new audience subset.
I hope I am proven wrong. And Kalyan Jewellers does not stop just at this film or communication. I hope they take the thought further. They now have a solid franchise of networked jeweller shops nationwide and have grown out of the Gold- and gold-making charges ads featuring AB. These ads like Subh Muhurat, Muhurat Jewellery, reaching 200 Shop milestone, True Emotion, or Bridal Collection have served their purpose. Maybe Kalyan Jewellers will leverage the aura and personality of Big B in a better frame. Maybe. And I keep my fingers crossed as I wait for the next communication from Kalyan Jewellers.
They definitely hit this one for six.
I hope I am proven wrong.
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