Following a multi-agency pitch, Ogilvy and L&K Saatchi & Saatchi won the global creative mandate for Kalyan Jewellers across India and West Asia markets. Both agencies will work across Kalyan Jewellery collections including Ziah, Rang, Tejasvi, Nimah, Anokhi, Antara, Glo and Mudhra. The agencies will also work on the online jewellery brand Candere, which was acquired by Kalyan Jewellers recently. The pitch process lasted approximately a month.
The jewellery brand is looking at strengthening its global presence, hence, they revisited the creative mandate. Ogilvy will be handling the account from its Bangalore and Mumbai offices, while L&K Saatchi & Saatchi will be working on the account from Mumbai
TS Kalyanaraman, Chairman and Managing Director, Kalyan Jewellers, said, “Kalyan has emerged as India’s largest jewellery brand and has ambitious plans to expand globally. I am delighted to welcome Ogilvy as well as L&K Saatchi & Saatchi and look forward to their support to reinforce the brand’s core value of Trust, as we embark on the next phase of growth.’’
Ramesh Kalyanaraman, Executive Director, Marketing and Operations, Kalyan Jewellers, added, “Given our rapid global expansion, we wanted a fresh perspective that will connect our brand to current and new customers around the world, while continuing to stay more and more relevant hyper locally. The brand and creative campaigns that both Ogilvy and L&K Saatchi & Saatchi demonstrated, were each unique and with strong consumer insights and creative depth backed by proven work. We believe their experience in working with brands globally will help Kalyan resonate strongly with audiences across markets. At this point, I would also like to appreciate the work done by our previous creative team push integrated headed by VA Shrikumar."
Piyush Pandey, Executive Chairman and Creative Director - South Asia, Ogilvy, said, “I am delighted that Ogilvy is going to partner Kalyan Jewellers in their journey to make not just a national but perhaps an internationally-by-Indian brand. We will bring together our best creative resources to make this journey meaningful and successful.”
Anil Nair, CEO and Managing Partner, L&K Saatchi & Saatchi, said, “We are both excited and honored to be the brand and communication partner for India’s largest jewellery brand. Kalyan has brought transparency into a highly unorganised sector and has worked hard to educate customers and earn their trust. We look forward to creating compelling creative campaigns and building preference for the brand in a highly competitive category.”