Shehanshah & Badshah Unite: Shah Rukh Khan Joins Candere, Strengthening The Kalyan Jewellers Empire

In a high-profile brand move set to reshape the landscape of India’s jewellery industry, Shah Rukh Khan has officially joined Candere by Kalyan Jewellers as its brand ambassador. This announcement positions him alongside Amitabh Bachchan, the longstanding face of Kalyan Jewellers, marking a rare and powerful alliance between two of India’s most celebrated cinematic icons.

Candere, the younger and more contemporary arm of the Kalyan portfolio, is known for its design-led collections and digital-first approach. With SRK at the helm, the brand aims to deepen its resonance with urban millennials and Gen Z consumers who seek jewellery that is as expressive as it is elegant.

More than a celebrity endorsement, this collaboration represents the convergence of legacy and modernity. Amitabh Bachchan embodies the enduring trust and grandeur of Kalyan Jewellers, while Shah Rukh Khan brings Candere’s spirit of romance, style, and contemporary flair to life. Together, they form a cultural continuum that transcends generations.

The newly launched campaign features Khan in a suave, regal avatar — not merely showcasing jewellery, but narrating a story of aspiration and self-expression. His global appeal and emotional connection with audiences bring a dynamic dimension to Candere’s evolving identity.

This strategic alignment reflects a broader trend within the jewellery sector: the fusion of heritage branding with contemporary storytelling. And with two cinematic legends at its helm, the House of Kalyan is poised to bridge tradition and transformation like never before.

Shehanshah and Badshah. One empire. One vision.
With this move, the House of Kalyan reaffirms its place not only in Indian retail, but also in the country’s cultural imagination.

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