Shah Rukh Khan Joins Candere as Brand Ambassador: A New Era for Lifestyle Jewellery
On May 21, 2025, Candere, the lifestyle jewellery brand under Kalyan Jewellers, announced Bollywood icon Shah Rukh Khan as its brand ambassador, marking a significant milestone in its national expansion strategy. This partnership, revealed through a high-glam campaign, aims to redefine jewellery as a symbol of individuality, meaningful gifting, and everyday self-expression, targeting Gen Z and millennial audiences. With Shah Rukh’s global charisma and Kalyan Jewellers’ trusted legacy, Candere is poised to dominate India’s evolving jewellery market. Here’s a deep dive into this blockbuster collaboration, its impact, and why it’s making waves, as reported by Daily Excelsior, India Today, and more!
Why Shah Rukh Khan?
Shah Rukh Khan, fondly known as the “Badshah of Bollywood,” brings unmatched star power to Candere. His timeless charm, global appeal, and deep connection with Indian audiences across generations make him the perfect fit for a brand targeting expressive, digitally-savvy consumers. India Today highlights how Shah Rukh’s charisma aligns with Candere’s vision to appeal to “Gen Z at heart”. Ramesh Kalyanaraman, Director of Candere, emphasised this synergy: "In Shah Rukh Khan, we found a partner whose cultural resonance, timeless appeal, and emotional connect mirror the values we stand for. He bridges generations while remaining powerfully relevant”.
Shah Rukh himself expressed enthusiasm, noting, “Jewellery has always been a powerful expression of love, memories, and identity. I’m excited to partner with Candere, a brand from the House of Kalyan Jewellers, which offers a modern and fresh perspective on how people wear and gift jewellery today”. His role will span multimedia campaigns across digital, television, print, and in-store experiences, showcasing Candere’s elegant yet affordable collections starting at ₹10,000.
Candere’s Vision: Redefining Jewellery
Candere, a wholly-owned subsidiary of Kalyan Jewellers, is carving a niche in the lifestyle jewellery segment with design-led collections that balance style and affordability. Unlike traditional jewellery, Candere focuses on versatile pieces that reflect personal identity and suit specific occasions, appealing to modern sensibilities. The Economic Times notes that the Indian jewellery market is seeing “clear segmentation,” with consumers seeking pieces that align with their lifestyle. Candere’s offerings, starting at ₹10,000, make it accessible for everyday wear and meaningful gifting, backed by Kalyan Jewellers’ trusted legacy.
The brand’s omni-channel strategy ensures a seamless shopping experience, blending its e-commerce platform (www.candere.com) with over 75 retail stores across India. While renowned for women’s jewellery, Candere is also expanding its men’s jewellery line, positioning itself as a leader in this growing category. Shah Rukh’s bold jewellery choices—layered necklaces, stacked bracelets, and statement rings—spotted in recent campaigns, amplify this trend.
The Campaign: Sparkle Meets Star Power
Candere’s campaign featuring Shah Rukh Khan is a visual spectacle, blending royal sophistication with modern flair. Prabhat Khabar describes Shah Rukh’s appearance as “shahi aur parishkrit” (royal and refined), where “style meets storytelling”. The campaign emphasizes jewellery as an expression of identity, with Shah Rukh’s magnetic presence bringing Candere’s vision to life. Bollywood Hungama reports that his involvement has sparked massive buzz, with fans praising his ability to make jewellery cool and relevant
Social media speculation initially fueled rumors of Shah Rukh launching his own jewellery brand, but The Tribune clarified that his role is strictly as a brand ambassador, with no ownership or investment stake. X posts like “SRK’s jewellery game is 🔥” (@TextileValue) and “Candere just got cooler” (@Koimoi) reflect the excitement, with the campaign’s personal tone driving engagement.
Joining Amitabh Bachchan: A Powerhouse Duo
Shah Rukh’s appointment complements Amitabh Bachchan, the face of Kalyan Jewellers’ flagship brand, creating a dynamic duo under the House of Kalyan. It is a “celebration of legacy meeting modernity,” with Amitabh’s gravitas anchoring tradition and Shah Rukh’s energy driving Candere’s youthful vibe. This strategic move amplifies Candere’s appeal, targeting both millennials and Gen Z while leveraging Kalyan’s heritage.
Why This Matters
Shah Rukh Khan’s partnership with Candere is more than an endorsement—it’s a cultural shift in India’s jewellery landscape. By aligning with a star who embodies romance, charisma, and global influence, Candere is redefining jewellery as a lifestyle statement for the modern Indian consumer. The campaign’s focus on individuality and affordability resonates with digitally-engaged audiences, while the men’s jewellery push taps into an emerging trend.
With over 75 stores and a robust online presence, Candere is poised for exponential growth, backed by Shah Rukh’s star power and Kalyan Jewellers’ trust. As Bollywood Bubble puts it, “With SRK, sparkle just got a whole lot cooler”.
What’s your take on Shah Rukh Khan’s Candere campaign? Which jewellery piece would you pick? Drop your thoughts in the comments, and stay tuned to Chai and Churan for more Bollywood buzz!