New Delhi: In a landmark brand announcement, Shah Rukh Khan has been unveiled as the new face of Candere, the lifestyle jewellery brand from the House of Kalyan Jewellers. With Amitabh Bachchan continuing as the brand ambassador for Kalyan Jewellers’ flagship label, this development marks a rare and powerful alliance between two of Indian cinema’s most iconic figures.
While Kalyan Jewellers is renowned for its trust, traditional craftsmanship and heritage, Candere appeals to a younger, design-led audience. Shah Rukh Khan’s association enhances this positioning, bringing it full circle. The new Candere campaign features Khan in a regal, refined avatar — subtly redefining the concept of affordable luxury. His presence is expected to deepen the brand’s resonance with aspirational consumers seeking jewellery that reflects individuality, style, and identity.
Commenting on the announcement, brand insiders emphasise that this dual endorsement is more than a marketing strategy — it is symbolic. The Shehanshah and the Badshah now represent one house, one empire — forging a legacy that transcends generations and geographies.
As the jewellery market becomes increasingly competitive and digitally driven, this strategic move positions Candere as a formidable player in the lifestyle and affordable luxury segment, empowered by Kalyan Jewellers’ legacy and the charisma of Bollywood royalty.
Two legends. Two brands. One vision.
The crown jewels of Indian cinema now represent the crown jewels of Indian retail.
