MUMBAI:  Kalyan Jewellers founder chairman and managing director TS Kalyanaraman has been honoured with a special award at the 44th IAA World Congress being held in Kochi. The award bestowed by the International Advertising Association recognises the contribution of Kalyanaraman in building Kalyan Jewellers as a global endearing brand and taking it from a regional brand in Kerala to a national and international brand.

Bollywood superstar Amitabh Bachchan who is also the national brand ambassador for Kalyan Jewellers graced the occasion to bestow the award to Kalyanaraman.

Receiving the award, Kalyanaraman said, “It is an honour to receive this award recognising Kalyan Jewellers excellence in marketing communication. I would like to dedicate the award to our customers without whose support we could not have reached the stage we are at today! As we grew from a single store in Kerala to other states in India as well as abroad, the evolution from a local to a global brand was on a foundation of the core value of trust, and it is this trust that has resonated with our customers. While maintaining a consistent messaging, the brand communication has always focused on the customer in each region, with tastes and choices specific to the local culture. I believe it is this approach that has led us to succeed in markets as varied as the country we live in, as well as in markets abroad.”

The award recognises the brand’s hyperlocal approach to advertising that is crafted specifically for the customer in each region. With brand ambassadors belonging to the states, taking the brand closer to the audiences and connecting in each region has been particularly successful. Regional celebrities like Nagarjuna, Prabhu, Shivraj Kumar and Manju Warrier, each with their unique fan following, enables the brand to build a strong bond with existing and potential customers. Of course, Amitabh Bachchan as the national brand ambassador is a strong push for the brand in the minds of the customers across the country.