This Mother’s Day, Kalyan Jewellers celebrates the eternal bond of love that a mother shares with her children with its all new digital campaign. As part of the campaign, the jewellery brand has launched a digital ad film, which will set you on a nostalgic journey into your childhood. The digital film has Amitabh Bachchan reciting the poem ‘Maa Tune Sone Ka Dil Paaya’ – thus paying tribute to all mothers. The video rendition of the poetic tribute features ‘Maa & Me’ images, these photographs were sourced via social media participation. From the hundreds of crowdsourced images, the brand handpicked some of the best moments captured on camera to be part of the campaign video.

Speaking about this campaign Mr. Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers said, “Our mothers have always stood by us and been our biggest support system. This year while some of us are lucky enough to celebrate Mother’s Day at home, there are several who are celebrating it from afar. In times like these, it is important that one holds on to the good and beautiful moments and takes the nostalgic trip down memory lane. Our Mother’s Day campaign has sought to follow this approach and use the evergreen voice of Amitabh Bachchan juxtaposed with real photos.”

Kalyan Jewellers’ regional brand ambassadors, Wamiqa Gabbi, Ritabhari Chakraborty and Kinjal Rajpriya joined the campaign along with celebrity influencer Shweta Bachchan Nanda by sharing pictorial ‘Ma & Me’ memories. With this film, the jewellery brand pays tribute to all the mothers who make invaluable sacrifices and embrace multiple roles in order to raise their children.