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Kalyan Jewellers launches Poila Boishakh digital campaign with Ritabhari Chakraborty
Brand celebrates Bengali New Year with heartfelt film linking childhood nostalgia and traditional craftsmanship to gold jewellery.
MUMBAI: Kalyan Jewellers has struck gold with a touching new campaign that truly shines during Poila Boishakh. The trusted jewellery brand has unveiled a warm digital film featuring actress Ritabhari Chakraborty to mark the Bengali New Year. Titled around the theme “Oitijhyer Choway Notuner Boron” (welcoming the new with a touch of tradition), the campaign beautifully weaves nostalgia, craftsmanship, and the enduring legacy of traditions passed down through generations.
At the heart of the film is a tender interaction between Ritabhari and a young boy centred on the iconic ‘Talpatar Sepai’, a traditional palm-leaf toy that symbolises Bengal’s rich artistic roots. The narrative gently connects this symbol of childhood innocence to the finesse of handcrafted gold jewellery. It culminates in an emotional moment where an elder presents a gold necklace, highlighting how jewellery in Bengali households is far more than adornment, it is a cherished carrier of love, memories, and family continuity.
The campaign positions Kalyan Jewellers at the perfect intersection of cultural heritage and contemporary relevance. It also showcases a carefully curated range of traditional designs inspired by Bengal’s intricate craftsmanship and grand aesthetic sensibilities.
Reinforcing its long-standing commitment to trust and transparency, the brand continues to offer its signature 4-Level Assurance Certificate, which includes purity certification, lifetime maintenance, transparent product details, and secure buy-back policies giving customers complete confidence during the auspicious gold-buying season.
With this Poila Boishakh campaign, Kalyan Jewellers invites consumers to celebrate the spirit of new beginnings while honouring deep-rooted traditions. The film reminds viewers that the most meaningful pieces of jewellery are those that carry stories from the simple joy of a palm-leaf toy to the timeless elegance of gold passed down through generations.
In a season of fresh starts and festive cheer, Kalyan Jewellers has delivered a campaign that feels as warm and familiar as a Bengali family gathering. It cleverly blends emotion with elegance, turning a simple jewellery film into a heartfelt cultural tribute. As Bengal welcomes the new year with open arms and brighter hopes, this campaign adds a sparkling reminder that the best traditions never fade, they simply shine brighter with time.
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Paramount set to acquire Warner Bros. Discovery in $81 billion deal
Shareholders back merger, combined entity could reshape streaming and studios.
MUMBAI: Lights, camera… consolidation, Hollywood’s latest blockbuster might be happening off-screen. Shareholders of Warner Bros. Discovery have voted in favour of selling the company to Paramount in a deal valued at $81 billion rising to nearly $111 billion including debt setting the stage for one of the biggest shake-ups in modern media. The proposed merger, still subject to regulatory approvals, would bring together a vast portfolio spanning HBO Max, CNN, and franchises such as Harry Potter under the same umbrella as Paramount’s own heavyweights, including Top Gun and CBS.
At the heart of the deal is streaming scale. Executives have indicated plans to combine HBO Max and Paramount+ into a single platform, potentially creating a stronger challenger to giants like Netflix and Amazon’s Prime Video. Current market data suggests HBO Max holds around 12 per cent of US on-demand subscriptions, compared to Paramount+’s 3 per cent, together still trailing Netflix’s 19 per cent and Disney’s combined 27 per cent via Disney+ and Hulu.
Paramount CEO David Ellison has signalled that while platforms may merge, HBO’s creative identity will remain intact, stating the brand should “stay HBO” even within a broader ecosystem.
Beyond streaming, the deal would redraw the map for film production. Combining two of Hollywood’s oldest studios Paramount Pictures and Warner Bros., the new entity aims to scale output to over 30 films annually, while maintaining a 45-day theatrical window. Warner Bros. currently commands around 21 per cent of the US box office, compared to Paramount’s 6 per cent, underscoring the strategic weight of the acquisition.
But scale comes with scrutiny. Critics warn that fewer players could mean reduced consumer choice, rising subscription costs, and potential job cuts as the combined company looks to streamline overlapping operations while managing billions in debt.
The news business, too, faces a reset. CNN would join forces at least structurally with Paramount-owned CBS, raising questions about editorial independence and positioning. The merger has already drawn political attention in the United States, particularly given perceived ties between the Ellison family and Donald Trump, though the company maintains that newsroom autonomy will be preserved.
If approved, the deal would mark another milestone in Hollywood’s consolidation wave shrinking the industry’s traditional “big six” studios to a “big four”, with Paramount joining Disney, Universal, and Sony at the top table.
In an industry built on storytelling, this merger may well become its most consequential plot twist yet.
