SHRI VILE PARLE KELAVANI MANDAL’S

NARSEE MONJEE COLLEGE OF COMMERCE & ECONOMICS

(AUTONOMOUS)

BACHELOR OF MANAGEMENT STUDIES (BMS)

2021-22

SYBMS SEMESTER IV

DIVISION A

SUBJECT NAME: CORPORATE COMMUNICATION

PROJECT TITLE: INTRODUCTION AND CRISIS FOR KALYAN JEWELLERS

SUBMITTED BY:

STUDENT’S NAME SAP ID ROLL NO.

HARDIK GANGAR 45401200055 A013

 DECLARATION OF ORIGINALITY

I hereby declare that this assignment titled “INTRODUCTION AND CRISIS FOR KALYAN
JEWELLERS” is entirely my own work and that any additional sources of information have been
duly cited.

I hereby declare that any offline/online sources published or unpublished, from which we have
quoted or drawn references have been referenced fully in the bibliography list. I understand that
failure to do so will lead to plagiarism and severe disciplinary action will be initiated against us.

I understand that I may be required to present the assignment and /or appear for viva (Offline and/
or Online). I acknowledge it is my responsibility to keep updated with the schedule of the
presentation/ viva and I will ensure I am available during the same.

Student Name: HARDIK GANGAR

Sign:

Date of submission: 10th February, 2022

  Introduction

They are one of the oldest business families in India with a family legacy of over a century in
business, starting from as early as 1908. (kalyan jewellers) Kalyan Jewellers was officially
founded by T. S. Kalyanaraman, who opened the first jewellery showroom in 1993
in Thrissur, Kerala, India with an initial capital of ₹7.5 million.  The company also has strong
roots in the textile trading, distribution and wholesale business.

Initially, Kalyan Jewellers strengthened their presence in the South Indian states of Kerala, Tamil
Nadu, Karnataka, Andhra Pradesh and Telangana.

In 2012, they expanded outside South India by opening a showroom in Ahmedabad, Gujarat and
signed Amitabh Bachchan as their first National Brand Ambassador.

The company has also set up ‘My Kalyan’, a customer service center, offering advance booking
for wedding purchases, Kalyan Gold Purchase Advance Scheme, Gold Insurance for gold
ornaments, etc. Currently there are over 761 ‘My Kalyan’ outlets in India.

 Corporate Identity

Name

“Kalyan”

The name signifies their vision which in hindi means “growth”. In terms of providing best value
for their customer’s money and constantly increasing and innovating new designs. With over 135
showrooms, Kalyan Jewellers is spread across India and the Middle East it really looks like
kalyan has been able to do justice to its name

Logo
The Golden folded designing referring to letter “K” and at the same time representing premium
feel to the viewer.

Color palette (color)

The use of gold color scheme in the logo reflects the premium jewelry they master in and the 3D
effect gives out professional and simple system.

Corporate font

The use of simple and plain font for their logo portrays the simplicity in their working and
designs.

Corporate Image Analysis

Kalyan being a jewelry brand has always focused to build an image of trust and honesty in the
minds of its target audience. Most of the ads and others forms of communication have always
revolved around trust, honesty and similar attributes. With the brand ambassador as one of the
most respected Bollywood actor ever lived Amitabh bachhan it clearly shows how they want to
shape their place in the market and one respected brand.

Again to add up to their goodwill and to justify their CSR in March 2020, Kalyan Jewellers
released ₹100 million funds for COVID-19 relief work.

 Corporate Crisis

Even with such effective public relation and corporate identity Kalyan faced heavy criticism for
2 of its AD. Which are elaborated below:
In early 2015, an advertisement featuring Aishwarya Rai was published in a leading newspaper
in the country. This AD met with huge backlash by activists who called it “insidiously racist”.
The advert showed Aishwarya sitting under a parasol carried over her head by a 'dark-skinned
slave-boy’.

An open letter addressed to Aishwarya Rai was shared online, including signatures from Farah
Naqvi, Nisha Agrawal, Enakshi Ganguly, Bharti Ali, and many more. “In the advertisement, you
appear to be representing aristocracy from a bygone era – bejewelled, poised, and relaxing while
an obviously underage slave-child, very dark and emaciated, struggles to hold an oversize
umbrella over your head,” the letter stated. Popular campaigners urged Aishwarya Rai, the brand
ambassador of Kalyan Jewellers, to get the AD removed and disassociate herself from the same.
In reaction to the letter and the outrage, the actresses' publicist responded, "Final layout is the
prerogative of the creative team of a brand," and posted an image from the original shoot. The
actress was not involved in the final photograph, according to the statement.

At the start of 2018, the brand was involved in yet another controversy over another AD
campaign. This advertisement featured Amitabh Bachchan and his daughter Shweta Bachchan
Nanda. The AD was protested against by the All India Bank Officers' Association and other
banking unions for allegedly portraying them in a bad light. The bankers protested that its goal
was to instill "distrust" in the banking system.

Bankers threatened Kalyan Jewellers with legal action, boycott calls, and even a dharna. In the
commercial, Amitabh plays a pensioner who goes to the bank with his daughter and encounters
unprofessional workers. He only wants to repay the excess money that has been debited to his
account, but he is faced with difficulties. A tweet from Amitabh Bachchan himself in which he
applauded the contentious Kalyan Jewellers' campaign, adding that every time he views it with
his daughter, tears come up in his eyes is what enraged the protesters even more. The advert was
accused of being "disgusting, derogatory, to say the least, and is aimed to create distrust in the
banking system, for pure commercial gain.” This dispute had a significant negative impact on the
brand image of the leading jewellery brand.

 Bibliography
(n.d.). Retrieved February Wednesday, 2022, from kalyan jewellers:
https://www.kalyanjewellers.net/about-us.php

Agrawal, N. (2018, July 14). Live mint. Retrieved February 2022, 2022, from Live mint:
https://www.livemint.com/Companies/9TnLqKbP5ptayNA3BUKonM/What-made-Kalyan-
Jewellers-withdraw-its-Amitabh-Bachchan-adv.html

Bhalla, N. (2015, April 23). Reuters. Retrieved February 5, 2022, from Reuters:
https://www.reuters.com/article/india-bollywood-childslavery-idINKBN0NE0Y820150423

Dasgupta, P. M. (2015, April 23). The Economic Times. Retrieved February 5, 2022, from The
economic Times: https://economictimes.indiatimes.com/magazines/panache/kalyan-jewellers-to-
discontinue-racist-aishwarya-rai-ad-amidst-controversy/articleshow/47025586.cms

Hindustan Times. (2018, July 23). Hindustan Times. Retrieved February 5, 2022, from
Hindustan Times: https://www.hindustantimes.com/bollywood/amitabh-bachchan-shweta-nanda-
s-controversial-ad-withdrawn-by-kalyan-jewellers/story-
HMy2YKYvUU6wnxWMMSpIRJ.html#:~:text=Jewellery%20brand%20Kalyan%20Jewellers
%20has,was%20Shweta%20Bachchan's%20screen%20debut